Annual Member
| Author | Fifield, Paul |
|---|---|
| Title | Marketing 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
| LOCATION | CALL# | STATUS |
|---|---|---|
| Sasin Library | 658.802 F469M 2008 | CHECK SHELVES |
Office of Academic Resources
Chulalongkorn University
254 Phayathai Road, Pathumwan, Bangkok 10330 Thailand
Library Service 0-2218-2929, 0-2218-2927
Administrative Division 0-2218-2903
Fax. 0-2215-3617
Email 