Encyclopaedia of Strategic Marketing Management: Planning, Implementation and Control
- ISBN-10
- 1781630682
- ISBN-13
- 9781781630686
- Category
- Marketing
- Pages
- 1128
- Language
- English
- Published
- 2012-08
- Publisher
- Koros Press
- Author
- Shanker Narang
Description
In the present competitive business environment, organisations that develop and implement effective marketing strategies can create more value for their customers. An effective marketing strategy provides direction, improves the brand image, helps in developing the right goals and enhances the overall performance of an organisation. For developing effective marketing strategies, the organisation has to first decide the customer segments it wants to serve, the customer needs it, wants to fulfil and establish the price that the customers are willing to pay for its products and services. This encyclopaedia will be highly useful to the students and teachers of marketing management.
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