Offensive Marketing

An Action Guide to Gaining the Offensive in Business
1. Auflage 2003
ISBN: 978-0-7506-7459-1
Verlag: Taylor & Francis Ltd

Buch, Englisch, 430 Seiten, Format (B × H): 176 mm x 231 mm, Gewicht: 689 g

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results. Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing.

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

Davidson, Hugh

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

The Offensive Marketing Approach: POISE; How Offensive Marketing Builds Above-Average Profits; Offensive Vision and Attitudes; The Integrated Marketing Approach; Business Analysis; Developing a Distinctive View of the Future; Developing Winning Strategies; Marketing Planning; Segmentation; Brand Development; New Product and Service Development; Communications; Market Research; Pricing, Channel Marketing; Post Script: Offensive Marketing: The Way Ahead

Über Autor(innen)

Hugh Davidson, Warren J. Keegan, Elyse Arnow Brill