Marketing Strategy and Management - Baker, Michael J.
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This is a major revision of Michael Baker's highly successful’ Marketing Strategy and Management.’ Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors.
The new edition has been reorganised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There…mehr

Produktbeschreibung
This is a major revision of Michael Baker's highly successful’ Marketing Strategy and Management.’ Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors.
The new edition has been reorganised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There are three new chapters including Industry and Competitive Analysis, and Current Issues and Trends and more substantial coverage of service industries and new technology.

Table of contents:

PART I: MARKETING STRATEGY
Prologue
Marketing and Competition
Marketing and Competitive Success
Principles of Strategic Marketing Planning
Analytical Frameworks for Strategic Planning
Research for Marketing

PART II: THE MARKETING APPRECIATION
Macro-Environmental Analysis
Industry and Competitor Analysis
Customer Analysis
Internal (Self) Analysis
Matching - Putting it all Together
Product Differentiation and Market Segmentation
Positioning and Branding

PART III: MANAGING THE MARKETING MIX
The Marketing Mix
Product Policy
Packaging
Pricing Policy and Management
Distribution Policy
Promotion Policy and Management

PART IV: IMPLEMENTING MARKETING
Customer Service
Developing a Marketing Culture
The (Short-term) Marketing Plan
Implementation and Control
Current Issues and Future Trends
Recapitulation
Autorenporträt
MICHAEL J.BAKER was Professor of Marketing at the University of Strathclyde until his retirement in August 1999 where he was Head of the Department of Marketing from its inception in 1971 until 1988. He has also held positions as Dean of the School of Business Administration at Strathclyde, Chairman of the Institute of Marketing and Governor of the CAM foundation. He was the Founding Editor of the Journal of Marketing Management.