Marketing: Critical Perspectives on Business and Management, Volume 4

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Michael John Baker
Taylor & Francis, 2001 - Business & Economics - 488 pages
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Contents

How predictable are fashion and other product life cycles?
13
Experience curves as a planning tool
27
Managing the product life cycle
40
Diagnosing the product portfolio
66
The marketing audit comes of age
83
The directional policy matrixtool for strategic planning
103
a key to strategic marketing planning
122
the academics playground but
133
beyond
252
Product differentiation and market segmentation
285
a strategic management tool
302
Targeting prospects for a new product
328
Market segmentation
347
a demographic analysis
384
Positioning cuts through chaos in the marketplace
407
Positioning your product
421

QUESTQuick environmental scanning technique
159
Dont forget the product life cycle for strategic planning
172
impossible precept
220
the strategic options
448
Brandbuilding in the 1990s
467
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About the author (2001)

MICHAEL BAKER is the Regional History Curator at Museum London, and the editor of "Downtown London: Layers of Time".

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