Год выпуска: 2007 Автор: Paul Fifield Издательство: Elsevier Страниц: 328 ISBN: 978-0-7506-5675-7
Описание
The third edition of the highly successful "Marketing Strategy", has not simply been updated from the previous edition, it has been re-written. This latest book from Paul Fifield is based on the author's own business consultancy experience and the SCORPIO model he has developed, with clients, to help organizations create market strategies capable of dealing with today's cut-throat competitors. The model forms the centrepiece of a new edition which provides a genuinely new aid for those working in the "no-man's-land" between corporate strategy and marketing tactics - in market strategy. It helps the busy practitioner create a step-by-step process in which the key components are: Segmentation and targeting - which customers should you target and why? Customers - who are they, what do they want, how can you create real customer value? Organization processes and culture - how do you get the organization on your side? Retention -...
