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AuthorFifield, Paul
TitleMarketing strategy masterclass : the 100 questions you need to answer to create your own winning marketing strategy : including the new "scorpio" model of market strategy / Paul Fifield
Imprint Oxford : Elsevier/Butterworth-Heinemann, 2008
Descript xxviii, 599 p. : col. ill


Part 1: Preparing for the marketing strategy -- The internal business drivers -- The external environment -- The business strategy -- The marketing objectives -- Part 2: Developing the marketing strategy -- Industry or market (I) -- The customer (C) -- Segmentation and branding (P) -- Customer retention (R) -- Organisation : processes and culture (O) (with Hamish Mackay) -- Offerings (O) -- Part 3: Co-ordinating your marketing strategy -- Part 4: Implementing your marketing strategy -- Making it happen

Marketing -- Management Marketing -- Planning Strategic planning

Sasin Library658.802 F469M 2008CHECK SHELVES

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