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Marketing strategy : the thinking involved / Mark E. Hill.

By: Hill, Mark E
Call number: 658.802 H647M Material type: materialTypeLabelBookPublisher: Los Angeles, Calif. : Sage, c2013. Description: xxiv, 335 p. : ill., charts.ISBN: 9781412987301 (pbk.).Subject(s): Marketing -- Management | Strategic planning
Contents:
Section 1. The role marketing thinking plays in strategy. 1, Marketing thinking. 2, Learning to think in a marketing way -- Section 2. Thinking through the marketing process. 3, The big question(s) - assessing the situation. 4, Thinking further about marketplace structure and strategy. 5, Thinking through difference - the nature of the marketplace and consumption. 6, Thinking through the marketing mix. 7, Co-creating meaning differences with products and services. 8, Co-creating (co-marketing) meaningful differences with marketing communications. 9, The changing customer interface landscape. 10, Thinking beyond logistics. 11, The question of price -- Section 3. Reflection vs. forward-looking sides of marketing thinking. 12, Assessment vs. navigating strategy - using metrics -- Section 4. Thinking organization. 13, Cultivating a thinking culture.
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