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Developing and Implementing Marketing Strategies

Developing and Implementing Marketing Strategies

Hardcover

Marketing

ISBN10: 0275920461
ISBN13: 9780275920463
Publisher: Praeger
Published: Dec 31 1985
Pages: 270
Weight: 1.22
Height: 0.63 Width: 6.14 Depth: 9.21
Language: English
In this volume the author describes various marketing strategies for increasing sales including: market penetration, product and market development, diversification and acquisition. Stefflre draws upon his own experience as a consultant for such companies as General Foods, the Coca Cola Company, the Scott Paper Company, Procter and Gamble, General Mills, Syntex, Miles Laboratory, Halston Fragrances, and Distillers Corporation, Ltd. While the book deals with external strategies in the marketplace, it stresses the need to consider internal realities of the organizations and their participants. His many examples illustrate that while decisions are justified by benefits to the organizations, often decisions are made by considering benefits to the decision makers.

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