内容

目次

Part I: Introduction. Strategy-Making and the Strategic Role of theMarketing Manager. The Development of Marketing Strategy. MarketingDecision Making: Information Gathering and a Framework for Analysing.Part II: The Environmental Analysis. Environmental Analysis.Competitive Analysis. Global Environments. Part III: The Scope ofCustomer Analysis. The Nature of the Ultimate Consumer Market. TheNature of the Organisational Market. Global Markets. Part IV: TheMarketing Mix. Product and Service Strategy. Distribution Strategy.Promotion Strategy. Pricing Strategy. Part V: Exploring MarketingStrategy and Options. Developing Marketing Strategy Options. ExploringGlobal Marketing Strategies. Part VI: Measuring Results of MarketingAction Plans and the Marketing Plan. Measuring Results: Evaluation andControl Process. Marketing Action Plans and the Marketing Plan. Cases.