Marketing strategy master class : the 100 questions you need to answer to create your own winning marketing strategy / Paul Fifield.

By: Publication details: Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, c2008.Edition: 1st editionDescription: xxviii, 559 p. : ill. ; 25 cmISBN:
  • 97807506586310(pbk.)
Subject(s): DDC classification:
  • 381 22 FIF
Online resources:
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Open Access Book Open Access Engineering Library 381 FIF 1 (Browse shelf(Opens below)) 1 Available 0016651

Content
Introduction

Part One - Preparing for the Marketing Strategy
1 The internal business drivers
2 The external environment
3 The business strategy
4 The Marketing Objectives

Part Two - Developing the Market(ng Strategy
5. Industry or market?
6. The customer
7. Segmentation and targeting
8. Positioning and branding
9. Customer retention
10 Organization - processes and culture (with Hamish Mackay)
11. Offerings

Part Three -Coordinating your Marketing Strategy stances
12. Co-ordinating your marketing strategy

Part Four. Implementing your marketing Strategy
13. Making it happen

Epilogue
Appendices
Inidex

Includes index.

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