Overview

A comprehensive understanding of the key tools and techniques behind any marketing strategy essential to every business. Written in a clear, practical style this book covers the management of:

• Markets
• Competitive position
• Customer behaviours
• Pricing strategies
• Products/services
• Distribution
• Finance
• Marketing opportunities

Plus, it contains an abundance of checklists, charts, dos and don’ts, summaries and special tips. The ringbound format is easy to use and offers plenty of space for your additional notes.

This essential book includes examples drawn from the world’s most successful companies and provides key models to help you develop competitive strategies for the Internet age. It covers a spectrum of key concepts that will enable the ‘Modern Marketing Manager’ to develop and execute real time Internet strategies.

Content

• How to manage marketing in the new millennium
• How to manage your marketing strategy (part 1)
• How to manage your marketing strategy (part 2)
• How to manage your competitor intelligence
• How to manage your strategic marketing plan
• How to manage your markets: the power of segmentation
• How to manage your product strategy
• How to manage your communications strategy
• How to manage your pricing strategy
• How to manage your distribution strategy
• How to manage your marketing strategy in the Internet age

Reviews

‘Combines the passion of a strategic thinker with the practicality of a professional strategist. This guide belongs on every business professional’s desk.’

Joshua D Martin, Senior Lecturer, The Wharton School of the University of Pennsylvania and President, JDM/Strategy Consulting

‘A remarkable resource, indispensable for the Marketing Professional.’

David Levine, V-P, Strategic Sourcing, NABS Inc, USA

The author

Norton Paley has had over twenty years of experience in general and marketing management and product development in major US corporations and has lectured extensively to managers and engineers in companies throughout the world, including American Express, Hoechst-Celenese, IBM, Chrysler and Ciba Geigy. He is the author of four successful books on marketing and a featured columnist in The Management Review and Sales and Marketing Management.

Business Library

The Thorogood Business Library

This publication is part of The Thorogood Business Book Library a collection of specially selected business publications, which can start or enhance a businesses own library or supply whole teams with expert reading on their areas of discipline.

This compilation of publications is a balanced blend of all the disciplines which managers in every organisation need to have: finance, people skills, leadership, strategy, PR and sales and marketing.

The full retail price for all these books is £352, but the Thorogood Business Library can be purchased at less than HALF this price for £158.40 if booking via the website (excluding delivery @ £25).

The Exceptional Benefits

• Cheaper than Amazon!
• One purchase, one delivery, hassle free
• Great authors under one collection

View the library.