ESCP Europe

Item type

Book

Language

anglais

Pages

xvii, 410 p.

Publication year

1994

Contributors

ISBN

0-13-065350-0

Content notes

1. Management: objectives and tasks --- 2. The customer-led business --- 3. Segmentation, positioning and the marketing mix --- 4. Strategic market planning --- 5. Market dynamics and competitive strategy --- 6. Building successful brands --- 7. Innovation and new product development --- 8. Pricing policy: delivering value --- 9. Communications strategy --- 10. Managing personal selling --- 11. Managing marketing channels --- 12. Marketing in services business --- 13. Marketing in the twenty-first century.

“This innovative book is for senior managers and those taking advanced marketing courses on MBA, CIM and similar post-experience programmes. It focuses on strategic planning and decision making in today’s rapidly changing and highly competitive global markets.” – from back cover.

1. Management: objectives and tasks --- 2. The customer-led business --- 3. Segmentation, positioning and the marketing mix --- 4. Strategic market planning --- 5. Market dynamics and competitive strategy --- 6. Building successful brands --- 7. Innovation and new product development --- 8. Pricing policy: delivering value --- 9. Communications strategy --- 10. Managing personal selling --- 11. Managing marketing channels --- 12. Marketing in services business --- 13. Marketing in the twenty-first century..