자료유형  

 단행본

International Standard Book Number  

9781136004421 (electronic bk.)

International Standard Book Number  

1136004424 (electronic bk.)

Library of Congress Call Number  

HF5415 .F46 2012

Dewey Decimal Classification Number  

658.802

Main Entry-Personal Name  

Fifield, Paul.

Edition Statement  

2nd ed.

Publication, Distribution, etc. (Imprint  

Hoboken : Taylor and Francis, 2012

Physical Description  

1 online resource (347 p)

General Note  

Description based upon print version of record.

Formatted Contents Note  

완전내용Cover; Marketing Strategy; Copyright; Contents; Preface to the second edition; Preface to the first edition; Acknowledgement; Introduction; Part One Where are we now?; Chapter 1 Before we start - what are we trying to do?; Chapter 2 The internal business drivers; Chapter 3 The external environment; Chapter 4 The business strategy; Part Two Where do we want to be?; Chapter 5 From business to marketing strategy; Chapter 6 Developing marketing strategy; Chapter 7 Making the links; Part Three How do we get there?; Chapter 8 Connecting with the market; Chapter 9 Product policy

Formatted Contents Note  

완전내용Chapter 10 The rest of the mixChapter 11 Marketing plans; Part Four How do we make it happen?; Chapter 12 Strategy evaluation and appraisal; Chapter 13 Identifying barriers to implementation; Chapter 14 Identifying drivers for change; Chapter 15 Using the system; Part Five Where next?; Chapter 16 New age marketing?; Chapter 17 Back to the future; Index;

Summary, Etc.  

요약Marketing Strategy strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers, outside that specialism will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between.

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

Business

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Green Business.

Additional Physical Form Entry  

Print version / Fifield, PaulMarketing Strategy. Hoboken : Taylor and Francis,c2012. 9780750632843

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:397540