- Item type
- Book
- Language
- anglais
- Pages
- 415 p.
- Edition
- 2nd ed.
- Publication year
- 1987
- Content notes
- PART ONE: PROFITABLE
1. Getting the right mix
2. Principles of profitable marketing in action
PART TWO: OFFENSIVE
3. Offensive attitude
PART THREE: INTEGRATED
4. Integrating for the offensive
5. Organization for integrated marketing
PART FOUR: STRATEGIC
6. Grinding out the strategic base
7. Developing winning strategies
PART FIVE: EFFECTIVELY EXECUED
8. Offensive product and packaging development
9. Offensive market research
10. Offensive pricing
11. Offensive sales promotion
12. Offensive advertising
13. Offensive branding
14. Offensive trade-channel marketing
PAR SIX: OFFENSIVE MARKETING FOR THE FUTURE
15. New products: success and failure
16. New products: offensive principles
17. The marketing approach to acquisitions
PART ONE: PROFITABLE 1. Getting the right mix 2. Principles of profitable marketing in action PART TWO: OFFENSIVE 3. Offensive attitude PART THREE: INTEGRATED 4. Integrating for the offensive 5. Organization for integrated marketing PART FOUR: STRATEGIC 6. Grinding out the strategic base 7. Developing winning strategies PART FIVE: EFFECTIVELY EXECUED 8. Offensive product and packaging development 9. Offensive market research 10. Offensive pricing 11. Offensive sales promotion 12. Offensive advertising 13. Offensive branding 14. Offensive trade-channel marketing PAR SIX: OFFENSIVE MARKETING FOR THE FUTURE 15. New products: success and failure 16. New products: offensive principles 17. The marketing approach to acquisitions.
