Marketing management : a relationship approach / Svend Hollensen.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9780273643784:
- 0273643789
- 658.8
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
General Lending | Wexford Campus Library Wexford General Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 75196 |
[Part 1 Assessing the competitiveness of the firm (internal)] Identification of the firms' core competencies; development of the firm's competitive advantages -- from a macro (global) to a micro perspective.
[Part 2 Assessing the external marketing situation: customer behaviour] Competitor analysis/intelligence (CI); analyzing relationships in the value chain.
[Part 3 Developing marketing strategies: SWOT analysis and the strategic marketing planning] segmentation, targeting, positioning and competitive strategies; international marketing strategies; e-commerce strategies.
[Part 4 Developing marketing programmes] Decision on the marketing mix: product and service decisions; pricing decisions; distributing decisions; communication decisions; establishing, developing and managing buyer-seller relationships.
[Part 5 Action planning] Organizing and controlling the marketing effect: building the marketing plan -- Organizing and implementing; budgeting and controlling; ethical and environmental aspects of marketing.
25.00