01734cam a22002414a 4500 7093033 OSt 20210928160113.0 060213s2007 njua b 001 0 eng 9780230226951 DLC DLC BAKER C#P UKM BTCTA YDXCP OrLoB-B HF5415.13.B35 . Baker, Michael J. Marketing strategy and management. / Michael J. Baker 4th ed. London: Palgrave, 2007. xxviii, 577 p.: col. ill. ; Includes index. Contents: PART 1: MARKETING STRATEGY Prologue Marketing and Competition Marketing and Corporate Strategy Principles of Strategic Marketing Planning Analytical Frameworks for Strategic Marketing Planning Research for Marketing PART 2: MARKETING APPRECIATION Macro-environmental Analysis Industry and Competitor Analysis Customer Analysis Internal (Self) Analysis Matching - Putting It All Together Product Differentiation and Market Segmentation Positioning and Branding PART 3: MANAGING THE MARKETING MIX The Marketing Mix Product Policy and Management Packaging Pricing Policy and Management Distribution and Sales Policy Promotion Policy and Management PART 4: IMPLEMENTING MARKETING Customer Care and Service Developing a Marketing Culture The (Short-term) Marketing Plan Implementation and Control Current Issues and Future Trends 'Marketing Strategy and Management' retains the traditional functional approach to marketing but incorporates research and topical examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations. Marketing Management. lcc BK 7777 15277