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MARKETING STRATEGY: A LIFE-CYCLE APPRAOCH ALVIN LEE AND MARK G. EDWARD

By: Contributor(s): Publication details: CAMBRIDGE UNIVERSITY PRESS 2013 DELHIDescription: XI, 291 P. PAPERISBN:
  • 9781107414419
  • 9781107427150 ( PACK ISBN)
Subject(s): DDC classification:
  • 658.802
Contents:
Contents Part I. Fundamentals of Strategy, a Starting Point: 1. What is strategy 2. Corporate and business strategies: a market oriented perspective Part II. Wearing the Hat of the Strategic Analyst: 3. Where does our future lie? 4. Who will we share our future with? 5. The customers we serve 6. Taking stock of what we have 7. Decision making – how do we change? Part III. Wearing the Hat of the Strategic Planner: 8. Introducing a product and creating a market 9. Growing markets 10. Mature markets 11. Markets in decline Part IV. Articulating, Implementing and Monitoring your Strategy: 12. A system to deliver and measure performance in a market.
Summary: Marketing Strategy: A life-cycle approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market. With a focus on themes of sustainability and ethics, and how they influence strategy, the text is ideally suited to the contemporary marketing environment.
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Holdings
Item type Current library Collection Call number Status Notes Date due Barcode Item holds
Reference Reference Main Library REFERENCE 658.802/ LEE/EDW/ 22900 (Browse shelf(Opens below)) Not For Loan ALONG WITH MARKETING STRATEGY: CASEBOOK 11122900
Book Book Main Library MARKETING 658.802/ LEE/EDW/ 22902 (Browse shelf(Opens below)) Available ALONG WITH MARKETING STRATEGY: CASEBOOK 11122902
Total holds: 0

Contents
Part I. Fundamentals of Strategy, a Starting Point: 1. What is strategy
2. Corporate and business strategies: a market oriented perspective
Part II. Wearing the Hat of the Strategic Analyst: 3. Where does our future lie?
4. Who will we share our future with?
5. The customers we serve
6. Taking stock of what we have
7. Decision making – how do we change?
Part III. Wearing the Hat of the Strategic Planner: 8. Introducing a product and creating a market
9. Growing markets
10. Mature markets
11. Markets in decline
Part IV. Articulating, Implementing and Monitoring your Strategy: 12. A system to deliver and measure performance in a market.

Marketing Strategy: A life-cycle approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market. With a focus on themes of sustainability and ethics, and how they influence strategy, the text is ideally suited to the contemporary marketing environment.

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