ISBN 13 : 978-007-126335-1

Contents : Contents

Part 1: Strategic Marketing
1 Imperatives for Market-Driven Strategy

Part 2 : Markets, segments and customer
2 Markets and Competitive Space
3 Strategic Market Segmentation
4 Strategic Customer Relationship Management
5 Capabilities For Learning About Customers and Markets

Part 3 : Designing market-driven strategies
6 Market Targeting and Strategic Positioning
7 Strategic Relationships
8 Innovation and New Product Strategy

Part 4 : Market-driven program development
9 Strategic Brand Management
10 Value Chain Strategy
11 Pricing Strategy
12 Promotion, Advertising and Sales Promotion Strategies
13 Sales Force, Internet and Direct Marketing Strategies

Part 5 : Implementing and managing market-driven strategies
14 Designing Market-Driven Organizations
15 Marketing Strategy Implementation and Control

Part 6 : Comprehensive cases

Language : English

Print : 9ème

Place of publishing : QUEBEC

Figure(s) : Graphique(s) ; Tableau(x)

Location : Nice Library

Material : Paper

Statement : Présent

Owner : Bibliothèque