Marketing strategy and management / Michael J. Baker
By: Baker, Michael J
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Material type: 
TextPublisher: Basingstoke : Macmillan, 1992Edition: 2nd ed.Description: xxv, 560 p ; 24 cm.ISBN: 0333576438; 0333576446 (pbk).Subject(s): MarketingDDC classification: 658.802 Online resources: WorldCat details | E-book Fulltext | Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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E-Book
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EWU Library E-book | Non-fiction | 658.802 BAM 1992 (Browse shelf) | Not For Loan |
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| 658.8 KOP 2018 Principles of marketing / | 658.8 MCB 1993 Basic marketing : | 658.8003 IVD 2003 Dictionary of marketing / | 658.802 BAM 1992 Marketing strategy and management / | 658.802 INT 2000 Internal marketing : | 658.802 KIB 2005 Blue ocean strategy : | 658.802 KOM 2000 Marketing management / |
Table of contents Prologue - Marketing and Competition - Marketing and Corporate Strategy - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Marketing Planning - The Marketing Environment - Buyer Behaviour - Market Segmentation - Positioning - Situation Analysis: The Marketing Audit - Managing the Marketing Mix - Marketing Research - Product Policy and Management - Packaging - Pricing and Price Policy - Distribution and Sales Policy - Promotion Policy and Management - Service - Developing a Marketing Culture - The Short Term Marketing Plan - Control - Recapitulation
For the advanced student who has completed a basic marketing course or for the more experienced practitioner with a working knowledge of the subject. The book has been revised and updated to reflect recent changes and developments with more use of case study material.
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