By Graham Hooley, John Saunders, Nigel F. Piercy, Brigitte Nicoulaud
Completely up to date with new examples and the newest examine findings, this new version additionally boasts updates case reviews in every one bankruptcy, taken from contemporary versions of the monetary occasions, that illustrate the sensible implications of the problems raised.
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* includes unique study carried out through OMD into the connection among age and shopper habit
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Additional resources for Marketing Strategy and Competitive Positioning (4th Edition)
Many might argue that the owners are those who support such organisations, the churchgoers, the activists and the members. Or are employees (such as the Pope and the clergy) the owners? In the case of organisations such as the Health Service, or the police service, or education, are the owners society in general, the taxpayers who foot the bill, or the government of the day that sets priorities and performance targets? l Customers may be defined as those the organisation seeks to serve. The customers of the Catholic Church may be those who attend mass on Sundays.
This involves ensuring 26 .. qxd 11/16/07 8:57 AM Page 27 Chapter 1 | Market-led strategic management that all members of the organisation are coordinated in their efforts to satisfy customers, and that no actual or potential gaps exist between offer design, production and delivery. In the field of services marketing there has been a great deal of work aimed at identifying the factors that can create gaps in the process from design through to delivery of offer to customers. Parasuraman et al. (1985), for example, have studied each of the potential gaps and concluded that a central role of marketing is to guide design so as to minimise the gaps and hence help to ensure customer satisfaction through the delivery of high quality (fit for the purpose) services (see Chapter 14).
1985), for example, have studied each of the potential gaps and concluded that a central role of marketing is to guide design so as to minimise the gaps and hence help to ensure customer satisfaction through the delivery of high quality (fit for the purpose) services (see Chapter 14). Chapters 15, 16 and 17 address implementation and coordination issues more fully. Summary This chapter has sought to review the marketing concept and demonstrate its importance in providing a guiding approach to doing business in the face of increasingly competitive and less predictable marketing environments.