The marketing initiative : Economic and Social Research Council studies into British marketing / edited by John Saunders.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 0130428213 (hbk)
- 9780130428219 :
- 658.8
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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General Lending | Carlow Campus Library Store - Ask Library Staff | 658.8 (Browse shelf(Opens below)) | 1 | Available | 25046 |
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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.
35.00