|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910144869503321 |
|
|
Autore |
Proctor Tony |
|
|
Titolo |
Strategic marketing : an introduction / / Tony Proctor |
|
|
|
|
|
Pubbl/distr/stampa |
|
|
London ; ; New York, : Routledge, 2000 |
|
|
|
|
|
|
|
ISBN |
|
9788126102556 |
8126102551 |
9781134619955 |
1134619952 |
9781280317569 |
1280317566 |
9780203460054 |
0203460057 |
9781134619962 |
1134619960 |
|
|
|
|
|
|
|
|
Edizione |
[1st ed.] |
|
|
|
|
|
Descrizione fisica |
|
1 online resource (337 p.) |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Marketing - Decision making |
Marketing - Management |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
Description based upon print version of record. |
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references (p. [303]-312) and index. |
|
|
|
|
|
|
Nota di contenuto |
|
Book Cover; Title; Contents; List of figures; List of exhibits; Preface; Marketing strategy: introduction and overview; Portfolio analysis; Analysis of the business enterprise; Industry analysis; Market analysis; Analysing competition; Analysing the business environment; Analysing the customer in the market place; Sustainable competitive advantage and generic strategies; Segmentation, targeting and positioning; Marketing mix strategy; Growth strategies: product-market expansion; Facilitating the implementation of strategies; Marketing planning and implementing marketing strategy; Bibliography |
Further readingIndex |
|
|
|
|
|
|
|
|
Sommario/riassunto |
|
A fresh and thorough examination of competitive marketing strategy. This new introductory text highlights the importance of adopting new marketing practices to reap most benefit from the business |
|
|
|
|