| Edition |
5. ed |
| Descript |
xv, 578 s. : ill |
| Content |
Innehåll: Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing |
| Subject |
Target marketing
|
|
Marketing -- Management
|
|
Marknadsföring
|
| Classmark |
658.8/02
|
|
Qblb
|
| Alt Auth |
Piercy, Nigel
|
|
Nicoulaud, Brigitte
|
| ISBN/ISSN |
9780273740933 |
|
