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Preface
Acknowledgements
Publisher’s Acknowledgements
Part 1: MARKETING STRATEGY
1. Market-led strategic management
2. Strategic marketing planning
Part 2: COMPETITIVE MARKET ANALYSIS
3. The changing market environment
4. Customer analysis
5. Competitor analysis
6. Understanding the organisational resource base
Part 3: IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS
7. Segmentation and positioning principles
8. Segmentation and positioning research
9. Selecting market targets
Part 4: COMPETITIVE POSITIONING STRATEGIES
10. Creating sustainable competitive advantage
11. Competing through the evolving marketing mix
12. Competing through innovation
13. Competing through superior service and customer relationships
Part 5: IMPLEMENTING THE STRATEGY
14. Strategic customer management and the strategic sales organisation
15. Strategic alliances and networks
16. Strategy implementation and internal marketing
17. Corporate social responsibility and ethics
Part 6: CONCLUSIONS
18. Marketing in the twenty-first century
References
Index