Strategy and Process in Marketing

Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.

ISBN	0131821636	DEWEY edition	DC20
ISBN13	9780131821637 (What's this?)	Pages	522
Publisher	Pearson Education (US)	Weight (grammes)	823
Imprint	Prentice Hall	Published in	Upper Saddle River
Format	Paperback	Height (mm)	244
Publication date	22 Mar 1996	Width (mm)	170
Library of Congress	HF5415.13.	Spine width (mm)	26
DEWEY	658.802	Academic level	Professional / Scholarly

	Preface
Pt. I	Marketing: concepts and contexts	1
1	Market focus	3
2	Marketing contexts	20
3	The business system	37
4	Strategy and process	54
5	The job of the marketing manager	72
Pt. II	Informing marketing activity	85
6	Understanding the customer	87
7	Measuring the market	107
8	Analyzing competition and industry structure	130
9	Assessing company capability	149
10	Convergence, divergence and pan-Europeanism	164
Pt. III	The marketing strategy process	183
11	Strategic market choice	185
12	Managing strategy	215
13	Organizing and integrating	238
Pt. IV	The marketing management process and the order generation, fulfilment and service process	271
14	Competitive positioning	273
15	Product choice	286
16	Pricing	312
17	Communication and selling	334
18	Distribution	363
19	Managing performance	382
Pt. V	The new product development process	407
20	New product development	409
21	Design as strategy	428
	More...

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