Competitive Marketing (RLE Marketing) PDF Download

Author: John O'Shaughnessy
Publisher: Routledge
ISBN: 1317646010
Category : Business & Economics
Languages : en
Pages : 765

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Book Description
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.

Author: John O'Shaughnessy
Publisher: Allen & Unwin Australia
ISBN: 9780046582432
Category : Marketing
Languages : en
Pages : 372

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Book Description

Author: Geoffrey G. Jones
Publisher: Routledge
ISBN: 1317643828
Category : Business & Economics
Languages : en
Pages : 368

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Book Description
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.

Author: Nigel Piercy
Publisher: Routledge
ISBN: 1317654013
Category : Business & Economics
Languages : en
Pages : 284

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Book Description
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company’s exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.

Author: John O'Shaughnessy
Publisher: Routledge
ISBN: 9780415093170
Category : Business & Economics
Languages : en
Pages : 749

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Book Description
This book combines analytical depth and width of coverage to present a truly comprehensive review of the theory and practice of marketing in a competitive environment.

Author: Richard S. Tedlow
Publisher: Routledge
ISBN: 1317663004
Category : Business & Economics
Languages : en
Pages : 246

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Book Description
This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over. This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics and business history. Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.

Author: David F. Midgley
Publisher: Routledge
ISBN: 1317657918
Category : Business & Economics
Languages : en
Pages : 297

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Book Description
This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product management and which are not. The author suggests certain systematic procedures by which an organisation can radically improve both its short and long run chances of launching successful new products.

Author: Nigel Piercy
Publisher:
ISBN: 9781315764344
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company's exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.

Author: The Economist
Publisher: The Economist
ISBN: 1610393988
Category : Business & Economics
Languages : en
Pages : 193

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Book Description
The Economist: Marketing for Growth is a guide to how marketing can and should become a business's most important driver of growth. Marketers play a crucial role in generating revenue, and they can play an equally important role in how revenues translate into profit. They can help a company achieve growth by being smarter or more efficient than its competitors, and do so in a sustainable way. Marketers have their ear to the ground and therefore are often the first to pick up on changing customer needs and behavior, and the forces at play in markets. This informs the development and improvement of products, processes and standard of service. The book explores how to identify the most valuable customers, the most effective ways to drive revenue growth, and the best ways to improve profitability. It combines insight and practical guidance, and is supported by a wealth of hard data and anecdotal evidence from a wide range of business in Britain, America, Europe and Asia, including Amazon, China Mobile, Dove, Goldman Sachs, Haier, ING Direct, Lenovo, Mini, Procter & Gamble, Red Bull, Target, Twitter, Virgin and Zara.

Author: Nirmalya Kumar
Publisher: Harvard Business Press
ISBN: 1422163393
Category : Business & Economics
Languages : en
Pages : 287

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Book Description
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.