Marketing Strategy (The Marketing Series : Practitioner) - Softcover

Fifield, Paul

Softcover

ISBN 10: 075061711X ISBN 13: 9780750617116

Publisher: Butterworth-Heinemann, 1993

Synopsis

This is an attempt to strip away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. Marketing practitioners should find this a handy book on the role of the marketing director in the successful organization of the 1990s. Managers outside that specialism will be able to understand the pivotal role of marketing in the business-strategy process, while students should benefit from the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment.

About this title

From the Publisher:

The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers who are outside that specialty will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment.

About the Author:

Dr Fifield is married with three children and lives in Winchester. He holds a degree in Business Studies as well as an MBA and a PhD in Marketing Strategy, both from Cranfield University. He was elected a Fellow of the Chartered Institute of Marketing (FCIM) in 1988, an elected member of CIM Council 1999-2001 and the CIM International Board of Trustees 2002-2004.Paul was appointed Visiting Professor at Southampton University School of Management in 2006. He is currently President of the CIM Southern Region and a Fellow of the Royal Society for the encouragement of Arts, Manufacturers and Commerce (FRSA). Over thirty years of listening, watching, learning and applying academic and strategic thought to marketing has created a fertile mind which Paul brings to his customers, his writing and his teaching. He listens watches learns and applies the best of his vast knowledge to help his clients' organisations align themselves to the market they wish to serve. Only after 20 years is the market segmentation approach that was born out of his PhD thesis coming of age; and forming the foundations of some competitive and exciting new market strategies.

About this edition

• Publisher: Butterworth-Heinemann
• Publication date: 1993
• ISBN 10: 075061711X
• ISBN 13: 9780750617116
• Binding: Paperback
• Number of pages: 260