The marketing initiative : Economic and Social Research Council studies into British marketing /
The marketing initiative : Economic and Social Research Council studies into British marketing /
edited by John Saunders.
- New York : Prentice Hall, 1994.
- xvi, 457 p. : ill. ; 25 cm.
Includes bibliographical references (p. 424-445) and index.
[Part I] Examining generic marketing strategies and organisations of successful international competitors / Veronica Wong, John Saunders and Peter Doyle -- The effectiveness of British marketing / Graham J. Hooley and James E. Lynch -- The process of competition / Geoffrey Easton -- Competitive success in sunrise and sunset industries / Michael J. Baker, Caroline D. Black and Susan J. Hart -- Marketing planning in new technology sectors / Dale Littler and Fiona Leverick -- Marketing research activity and competitive performance: an empirical analysis / Susan J. Hart and A. Diamantopoulos -- New product introduction at different stages of the product life cycle: the integration of marketing and key functional strategies / Veronica Wong -- Marketing implementation: analysing structure, process and information / Nigel F. Piercy. [Part II] New style product development: the essential ingredients / Axel Johne -- The management of user-initiated new product development / Gordon R. Foxall and Brian R. Johnston -- Competitiveness in new technology sectors / Dale Littler and Fiona Leverick -- Design orientation and market success / Susan J. Hart, Linda M. Service and Michael J. Baker -- Managing the interface of marketing and design / Margaret Bruce -- Strategies for product launch and deletion / John Saunders and David Jobber. [Part III] The international competitiveness of firms: performance, potential and management process / Peter J. Buckley, C. L. Pass and Kate Prescott -- Fighting for the UK market: British, Japanese and American competitors / Peter Doyle, John Saunders and Veronica Wong -- Foreign-market entry and development: empirical insights from manufacturing industry / Peter J. Buckley, C. L. Pass and Kate Prescott -- Subsidiaries in Britain: control and influence from east and west / Len Tiu Wright. [Part IV] Marketing in small and medium-sized companies / Tony Cox, Graham J. Hooley and James E. Lynch -- Strategies of innovation in the small firm / Gordon R. Foxall and Brian R. Johnston -- Using design consultants for product development in small and medium-sized firms / Robin Roy and Stephen Potter. [Part V] Methodology.
0130428213 (hbk) 9780130428219 : £35.00
95131757
Marketing--Management--Great Britain
New products--Marketing--Great Britain
Product management--Great Britain
Competition, International.
Sales & marketing
Marketing Great Britain
658.8
Includes bibliographical references (p. 424-445) and index.
[Part I] Examining generic marketing strategies and organisations of successful international competitors / Veronica Wong, John Saunders and Peter Doyle -- The effectiveness of British marketing / Graham J. Hooley and James E. Lynch -- The process of competition / Geoffrey Easton -- Competitive success in sunrise and sunset industries / Michael J. Baker, Caroline D. Black and Susan J. Hart -- Marketing planning in new technology sectors / Dale Littler and Fiona Leverick -- Marketing research activity and competitive performance: an empirical analysis / Susan J. Hart and A. Diamantopoulos -- New product introduction at different stages of the product life cycle: the integration of marketing and key functional strategies / Veronica Wong -- Marketing implementation: analysing structure, process and information / Nigel F. Piercy. [Part II] New style product development: the essential ingredients / Axel Johne -- The management of user-initiated new product development / Gordon R. Foxall and Brian R. Johnston -- Competitiveness in new technology sectors / Dale Littler and Fiona Leverick -- Design orientation and market success / Susan J. Hart, Linda M. Service and Michael J. Baker -- Managing the interface of marketing and design / Margaret Bruce -- Strategies for product launch and deletion / John Saunders and David Jobber. [Part III] The international competitiveness of firms: performance, potential and management process / Peter J. Buckley, C. L. Pass and Kate Prescott -- Fighting for the UK market: British, Japanese and American competitors / Peter Doyle, John Saunders and Veronica Wong -- Foreign-market entry and development: empirical insights from manufacturing industry / Peter J. Buckley, C. L. Pass and Kate Prescott -- Subsidiaries in Britain: control and influence from east and west / Len Tiu Wright. [Part IV] Marketing in small and medium-sized companies / Tony Cox, Graham J. Hooley and James E. Lynch -- Strategies of innovation in the small firm / Gordon R. Foxall and Brian R. Johnston -- Using design consultants for product development in small and medium-sized firms / Robin Roy and Stephen Potter. [Part V] Methodology.
0130428213 (hbk) 9780130428219 : £35.00
95131757
Marketing--Management--Great Britain
New products--Marketing--Great Britain
Product management--Great Britain
Competition, International.
Sales & marketing
Marketing Great Britain
658.8