CRAI - Universidad del Rosario Koha › Detalles de: Competitive Marketing

Competitive Marketing

por O'Shaughnessy, John

Series: Routledge Library Editions: Marketing Publicado por : Taylor and Francis (Hoboken (Nueva Jersey, Estados Unidos)) Detalles físicos: xii, 749 páginas gráficas ISBN:9781317646013; 9781138792876; 9781315761718.

Tema(s): Mercadeo -- Administración | Estrategias de mercadeo | Análisis de mercadeo | Administración de empresas

Año : 2014

Existencias ( 2 )
Notas de título ( 5 )

Tipo de ítem	Ubicación actual	Colección	Signatura	Copia número	Estado	Fecha de vencimiento	Código de barras	Reserva de ítems
Libro	Claustro 2do piso	Libro	658.8 O743m (Navegar estantería)	Ej.1	Disponible		100151404
Libro	Sede del Emprendimiento, Innovación y Creación 1er piso	Libro	658.8 O743m (Navegar estantería)	Ej.2	Disponible		100151405

Total de reservas: 0

Incluye referencias bibliográficas

Cover; Half Title; Title Page; Copyright Page; Original Title Page ; Original Copyright Page ; Table of Contents; List of figures; List of tables; Preface to the third edition; Part I Marketing and marketing planning; 1 The nature of marketing; 2 Corporate strategy and marketing; 3 The planning process and strategy formulation; Part II Buyers, markets, and competition; 4 Images of buyers/consumers and what influences them; 5 Understanding the buyer/consumer; 6 Markets, segmentation, and positioning; 7 Competitive (rival-oriented) strategies; Part III Marketing intelligence.

8 Information, marketing research, and the marketing managerPart IV Marketing mix elements; 9 Product management: needs, policies, and strategies; 10 New product development; 11 Advertising, sales promotion, publicity, and corporate communications--their roles and how they work to persuade; 12 Developing an advertising strategy; 13 Sales management; 14 Pricing--role, objectives, factors, strategies; 15 Distribution strategy and channel management; Part V Implementation and organization; 16 Strategies for change; 17 Organization, strategy, and marketing; Postscript; Author index; Subject index.

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

Texto en inglés