Marketing strategy master class : the 100 questions you need to answer to create your own winning marketing strategy / Paul Fifield.
Publication details: Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, c2008.Edition: 1st editionDescription: xxviii, 559 p. : ill. ; 25 cmISBN:- 97807506586310(pbk.)
- 381 22 FIF
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
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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