Title Details

Strategic Marketing - In the Customer DrivenOrganization
Buy Rights Online Buy Rights

Rights Contact Login For More Details

  • Wiley

More About This Title Strategic Marketing - In the Customer DrivenOrganization

  • English

English

Provides a short and concise look at the field.
* Presents information that will have an international appeal.
  • English

English

Professor Frank Bradley is R & A Bailey Professor of International Marketing and Head, Department of Marketing at the Michael Smurfit Graduate School of Business and the Quinn School of Business at University College Dublin where he teaches Marketing and International Marketing.
  • English

English

Preface.

About the Author.

Scope of Strategic Marketing.

PART I: IDENTIFYING AND SELECTING CUSTOMER VALUE.

Focus on the Customer.

Market Segmentation and Positioning.

Strategic Market Planning.

Obtaining Customer Information.

Competition in the Business System.

PART II: PROVIDING THE VALUE.

Building Competitive Brands.

Developing New Products and Services.

Managing the Product through the Life Cycle.

PART III: COMMUNICATING THE VALUE.

Marketing Communications.

Direct Marketing and Personal Selling.

PART IV: DELIVERING THE VALUE.

Pricing Strategies and Tactics.

Marketing Channels of Distribution.

Aligning Performance with Marketing Strategy.

Index of Authors.

Index of Firms.

Index of Subjects.

  • English

English

“… for the reader looking for a concise discussion of marketing strategy.” (International Marketing Review, March 2004)
loading