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Reflects the key contemporary issues and developments in marketing strategy that face organisations. This work examines a range of changes that are taking place in marketing that both demonstrates the state of marketing technique and provides a glimpse of where marketing is heading.
Sommario
Chapter headings: Introduction (Malcolm McDonald). Part 1- Regenerating the Business. Part 2 - The Role of Product/Service Quality in Commercial Success. Part 3 - Identifying Market Needs. Part 4 - Relationship Marketing. Part 5 - Changes in Channel Structure and Power Shifts. Part 6 - Marketing Strategies for Service Businesses. Part 7 - Time-Based Competition and Systems Thinking.
Info autore
Martin Newman is founder and chairman of a global e-commerce and multi-channel consultancy, Practicology, and a non-executive director for White Stuff. He has headed up multichannel operations for brands including Burberry, Ted Baker and Harrods. He is a global thought leader and advisor to the boards of numerous international brands. Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller, Marketing Plans.
Riassunto
Reflects the key contemporary issues and developments in marketing strategy that face organisations. This work examines a range of changes that are taking place in marketing that both demonstrates the state of marketing technique and provides a glimpse of where marketing is heading.
