Strategy and process in marketing [printed text] / John A. Murray, Author ; Aidan O'Driscoll, Author . - London : Prentice Hall, 1996 . - xiii, 505 p ; 23 cm.
ISBN : 978-0-13-182163-7
Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.

Class number:	658.8
Abstract:
Contents note:	Part 1 Marketing: concepts and contexts 1 Market Focus, 2 Marketing contexts, 3 The business system, 4 Strategy and process, 5 The job of the marketing manager Part 2 Informing marketing activity 6 Understanding the consumer,7 Measuring the market, 8 Analyzing competition and industry structure, 9 Assessing company capability, 10 Convergence, divergence and pan-Europeanism Part 3 The marketing strategy process 11 Strategic market choice, 12 Managing strategy, 13 Organising and integrating Part 4 The marketing management process and the order generation, fulfilment and service process 14 Competitive positioning, 15 Product choice, 16 Pricing, 17 Communication and selling, 18 Distribution, 19 Managing performance Part 5 The new product development process 20 New product development, 21 Design as strategy Part 6 Sustaining market focus 22 Reinventing the business system, 23 Renewal and shared values. Notes. Index.