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Record Nr. |
UNISA996217131903316 |
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Autore |
Paley Norton |
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Titolo |
The manager's guide to competitive marketing strategies, third edition [[electronic resource] /] / Norton Paley |
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Pubbl/distr/stampa |
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London, : Thorogood, c2005 |
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ISBN |
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9786611204969 |
1-281-20496-X |
1-4237-8707-2 |
1-85418-404-0 |
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Edizione |
[3rd ed.] |
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Descrizione fisica |
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1 online resource (426 p.) |
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Disciplina |
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Soggetti |
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Marketing - Management |
Business logistics |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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About the author; Introduction; PART ONE Competitive marketing strategies: The hallmark of an effective manager; ONE Competitive marketing strategies in action; PART TWO Develop a competitive analysis; TWO External analysis: Understand the competitive world surrounding you; THREE Internal analysis: The central framework for implementing competitive marketing strategies; PART THREE Market intelligence and planning; FOUR Developing a marketing intelligence system: The underpinnings of your marketing strategy; FIVE Marketing research: The primary tool to stay in touch with customers and markets |
SIX Strategic marketing planning: Shaping your company's growth and prosperitySEVEN Developing the marketing plan: Initiating rock-solid action; PART FOUR Specific competitive strategies; EIGHT Market strategies: Applying resources for maximum impact; NINE Product/service strategies: Your lifeline to growth and competitive advantage; TEN Pricing for profits: Strategies to maintain premium prices and higher margins; ELEVEN Promotional strategies: Plan a total communications mix; TWELVE Supply chain strategies: A demanddriven lifeline to your customers |
THIRTEEN Maintaining a global perspective: Thinking like a |
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