TY  - BOOK
AU  - Go, Josiah
TI  - Contemporary marketing strategy in the Philippine setting
SN  - 9719130792
AV  - HF 5415.12 .P6 .G57 1992 
PY  - 1992///
CY  - [Manila, Philippines]
PB  - [Josiah Go Foundation]
KW  - MARKETING -- PHILIPPINES
N1  - 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
N2  - 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
ER  -