Competitive marketing a strategic approach

• Main Author: O'Shaughnessy, John (Author)
• Format: Book
• Language: English
• Published: London ELBS 1987; ©1984
• Subjects: Marketing > Management
• Online Access: Click Here to View Status and Holdings.

 This second-level textbook is concerned with marketing management in a competitive environment, and the concept and techniques that have been developed to deal with marketing problems. It aims to enable students to think and plan in a marketing way. The text is divided into five parts. Part I analyses the nature of marketing and the need for business-level planning and strategy formulation. Part II covers customers, markets and competition, with an evaluation of the literature related to market behaviour. Part III describe the roles of information in marketing and reviews the methods of market research. Part IV deals with all the elements of the marketing mix, from product policy,through advertising and sales management, to pricing and distributing. Finally, Part V discuss the acceptance and implementation of a marketing strategy, and looks at organization issues.