Marketing Strategy.pdf

Marketing Strategy

Masterclass

The 100 questions you need

to answer to create your

own winning marketing

strategy

For Jack

This book is much more Jack’s than he will ever believe.

Far more than just ‘being his turn’; to see focus and determination

in one so young has served, more than once, to keep me working on

what has turned out to be a very long project indeed.

Thank you Jack

Marketing Strategy

Masterclass

The 100 questions you need

to answer to create your own

winning marketing strategy

Including the new ‘SCORPIO’

model of Market Strategy

First Edition

Paul Fifield

AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD

PARIS • SAN DIEGO • SAN FRANCISCO • SYDNEY • TOKYO

Butterworth-Heinemann is an imprint of Elsevier

Butterworth-Heinemann is an imprint of Elsevier

Linacre House, Jordan Hill, Oxford OX2 8DP, UK

30 Corporate Drive, Suite 400, Burlington, MA 01803, USA

First edition 2008

The right of Paul Fifield to be identified as the author of this work has been asserted

in accordance with the Copyright, Designs and Patents Act 1988

No part of this publication may be reproduced, stored in a retrieval system, or

transmitted in any form or by any means, electronic, mechanical, photocopying,

recording, or otherwise, without the prior written permission of the publisher

44) (0) 1865 853333,

E-mail: permissions@elsevier.com. Alternatively you can submit your request online

by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and

selecting Obtaining Permission to use Elsevier material

44) (0) 1865 843830; fax: (

Notice

No responsibility is assumed by the publisher for any injury and/or damage to persons

or property as a matter of products liability, negligence or otherwise, or from any use or

operation of any methods, products, instructions or ideas contained in the material

herein

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data

A catalog record for this book is available from the Library of Congress

ISBN: 978-0-7506-8631-0

For information on all Butterworth-Heinemann publications visit

our website at elsevierdirect.com

Typeset by Charon Tec Ltd., A Macmillan Company

Printed and bound in Hungary

08 09 10 11 12 10 9 8 7 6 5 4 3 2 1

Permissions may be sought directly from Elsevier’s Science & Technology Rights

Department in Oxford, UK: phone: (

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: