000			01734cam a22002414a 4500
001			7093033
003			OSt
005			20210928160113.0
008			060213s2007 njua b 001 0 eng
020			_a9780230226951
040			_aDLC _cDLC _dBAKER _dC#P _dUKM _dBTCTA _dYDXCP _dOrLoB-B
050	0	0	_aHF5415.13.B35 _b.
100			_qBaker, Michael J.
245	1	0	_aMarketing strategy and management. / _cMichael J. Baker
250			_a4th ed.
260			_aLondon: _bPalgrave, _c2007.
300			_axxviii, 577 p.: _bcol. ill. ;
504			_aIncludes index.
505	0	0	_gContents: 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
520			_a'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.
650		0	_aMarketing _xManagement.
942			_2lcc _cBK
999			_c7778 _d15278