Strategic Marketing: In the Customer Driven Organization

Frank Bradley

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Marketing and Advertising Strategies Business Strategies and Innovation Consumer Behavior and Marketing Influence

Abstract

Preface. About the Author. Scope of Strategic Marketing. PART I: IDENTIFYING AND SELECTING CUSTOMER VALUE. Focus on the Customer. Market Segmentation and Positioning. Strategic Market Planning. Obtaining Customer Information. Competition in the Business System. PART II: PROVIDING THE VALUE. Building Competitive Brands. Developing New Products and Services. Managing the Product through the Life Cycle. PART III: COMMUNICATING THE VALUE. Marketing Communications. Direct Marketing and Personal Selling. PART IV: DELIVERING THE VALUE. Pricing Strategies and Tactics. Marketing Channels of Distribution. Aligning Performance with Marketing Strategy. Index of Authors. Index of Firms. Index of Subjects.

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2010Kontrola skuteczności marketingowej - problem zmienności interpretacji i pomiaru

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