The very best business isnat born out of hunches, macho tactical skirmishing or simply abeing busya, but is the product of careful calculation and understanding customersa needs, wants and aspirations. Marketing Strategy Masterclass is a ahow toa book of marketing strategy focused on doing what our customers want us to do, how they want it done. Included throughout are the wise words of a choice selection of historyas masters, depicted on the bookas front cover. Aimed at professional marketing managers, business development managers and students, this real and practical masterclass is an indispensable reference for use on its own or alongside Marketing Strategy, 3rd edition, also published by Butterworth-Heinemann. ABOUT THE AUTHOR Paul Fifield has been extensively involved in strategic marketing training and education since 1980. His professional assignments have ranged from marketing strategy development for some of the UKas largest companies through to projects in market segmentation and branding to top level in-company strategy development programmes and workshops. He has advised clients in a wide range of industries including aviation, banking, brewing, business services, computing and software, construction, economic development, housing, hotels and catering, insurance, publishing, retailing, household appliances, telecommunications, tourism and utilities. Paul is also Visiting Professor of Marketing at the University of Southampton and at the CollAuge des IngAcnieurs in Paris.... Ibis, Sheraton, Formule 1, Holiday Inn, Meridien, Novotel, Intercontinental and Travelodge as well as others a each brand ... what do you think the road maintenance companies are doing when they use (branded) Volvo, Caterpillar and JCBanbsp;...
|Title||:||Marketing Strategy Masterclass|
|Publisher||:||Routledge - 2008-09-10|