Strategy And Process In Marketing
Generate an AI Snapshot to get a quick, structured summary of this paper.
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
MARKETING: CONCEPTS AND CONTEXTS. Market Focus. The Marketing Process. The Business System. Strategy and Process. The Job of the Marketing Manager. INFORMING THE MARKETING PROCESS. Understanding the Customer. Measuring the Market. Analysis Competition and Industry Structure. Assessing Company Capability. Convergence, Divergence and Pan-Europeanism. THE MARKETING STRATEGY PROCESS. Strategic Market Choice. Managing Strategy. Organising and Integrating. THE MARKETING MANAGEMENT AND ORDER GENERATION, FULFILMENT AND SERVICE (OGFS) PROCESSES. Competitive Positioning. Product Choice. Pricing. Communication and Selling. Distribution. Managing Performance. THE NEW PRODUCT DEVELOPMENT PROCESS. New Product Development. Design as Strategy. SUSTAINING MARKET FOCUS. Reinventing the Business System. Renewal and Shared Values.