Strategy and Process in Marketing European Perspective

Name: Strategy and Process in Marketing European Perspective
Price: 38.69 USD
Availability: InStock
ISBN: 9780131821637

ISBN-10: 0131821636

ISBN-13: 9780131821637

Edition: 1996

Authors: John A. Murray, Aidan O'Driscoll

List price: $40.00

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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.

Book details

List price: $40.00
Copyright year: 1996
Publisher: Prentice Hall PTR
Publication date: 4/17/1996
Binding: Paperback
Pages: 520
Size: 7.00" wide x 9.25" long x 1.00" tall
Weight: 1.628
Language: English

John Murray is the editor of numerous nature anthologies, such as "Out among the Wolves", "The Great Bear" & "Nature's New Voices". Most recently, he is the author of the acclaimed book "Cinema Southwest". He lives in Denver.

Aidan O'Driscoll is a senior lecturer in marketing and strategic management at the Dublin Institute of Technology (DIT).



Marketing: Concepts and Contexts


Market Focus


The Marketing Process


The Business System


Strategy and Process


The Job of the Marketing Manager


Informing The Marketing Process


Understanding the Customer


Measuring the Market


Analysis Competition and Industry Structure


Assessing Company Capability


Convergence, Divergence and Pan-Europeanism


The Marketing Strategy Process


Strategic Market Choice


Managing Strategy


Organising and Integrating


The Marketing Management and Order Generation, Fulfilment and Service (Ogfs) Processes


Competitive Positioning


Product Choice


Pricing


Communication and Selling


Distribution


Managing Performance


The New Product Development Process


New Product Development


Design as Strategy


Sustaining Market Focus


Reinventing the Business System


Renewal and Shared Values