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Contemporary marketing strategy in the Philippine setting / Josiah Go

By: Material type: TextTextPublication details: [Manila, Philippines] : [Josiah Go Foundation] , c1992Edition: UPDATED EDITIONDescription: xii, 197 pages : illustrations ; 22 cmISBN:
  • 9719130792
Subject(s): LOC classification:
  • HF 5415.12 .P6 .G57 1992
Contents:
pt. I: MARKETING: WHAT IT'S ALL. 1. The strategic 3Cs and the marketing triangle -- Key result areas -- Introduction to strategies and tactics. pt. II: THE VIEW FROM THE TOP. Vision and mission. pt. III: ENVIRONMENTAL SCANNING. Industry analysis -- Analysis of competition -- Key factors for success -- SWOT analysis. pt. IV: MARKETING MANAGEMENT PROCESS. Identifying and exploiting opportunties -- Marketing segmentation and target marketing -- Product positioning -- Developing and controlling the marketing mix. pt. V: MARKETING STRATEGIES. Marketing objectives setting -- Generic strategy -- Market position strategies -- Product life cycle strategies.
Summary: This book is intended primarily for marketing management and marketing strategy students in the Philippines. Those already employed and in business, including marketing practitioners who may not have had formal marketing education or background, may find this book an interesting review of marketing concepts.
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex II Filipiniana Accountancy FIL HF 5415.12 .P6 .G57 1992 (Browse shelf(Opens below)) c.1 Available NULIB000016985

Includes index.

pt. I: MARKETING: WHAT IT'S ALL. 1. The strategic 3Cs and the marketing triangle -- Key result areas -- Introduction to strategies and tactics. pt. II: THE VIEW FROM THE TOP. Vision and mission. pt. III: ENVIRONMENTAL SCANNING. Industry analysis -- Analysis of competition -- Key factors for success -- SWOT analysis. pt. IV: MARKETING MANAGEMENT PROCESS. Identifying and exploiting opportunties -- Marketing segmentation and target marketing -- Product positioning -- Developing and controlling the marketing mix. pt. V: MARKETING STRATEGIES. Marketing objectives setting -- Generic strategy -- Market position strategies -- Product life cycle strategies.

This book is intended primarily for marketing management and marketing strategy students in the Philippines. Those already employed and in business, including marketing practitioners who may not have had formal marketing education or background, may find this book an interesting review of marketing concepts.

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