Competitive Marketing: A Strategic Approach

Abstract

Part 1 Marketing and marketing strategy: the nature of marketing corporate strategy and marketing the planning process and strategy formulation. Part 2 Buyers, markets and competition: images of buyers/consumers and what influences them understanding the consumer/buyer markets, segmentation and positioning competitive (rival-oriented) strategies. Part 3 Marketing intelligence: information, marketing research and the marketing manager. Part 4 Marketing mix elements: product management - needs, policies and strategies new product development advertising, sales promotion, publicity and corporate communications - their roles and how they work to persuade developing an advertising strategy sales management pricing - role, objectives, factors involved, pricing strategies distribution strategy and channel management. Part 5 Implementation and organization: strategies for change organization, strategy and marketing.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 128 citations exist upstream.