Explaining Effective Marketing in Contemporary Globalism: An Exponential Tutorial

By Kelechikwu Emmanuel Oguejiofor

For graduate and upper-level graduate courses and business stakeholders. The book provides twofold recommendationsboth theoretical and practical implicationsto make this exponential tutorial more meaningful and practical enough to be adopted by students, academicians, and of course, not discounting those practitioners who do not wish to hope but to make things happen through understanding of effective strategic marketing management in their respective organizations.

• Language: English
• Publisher: Trafford Publishing
• Release date: Aug 26, 2014
• ISBN: 9781490742588

Kelechikwu Emmanuel Oguejiofor

The author Emmanuel Oguejiofor is a Derby MBA and Nottingham First Class Honors in International Business. Mr. Oguejiofor is accredited with Membership accolade of Chartered Management Institute, United Kingdom. He leads top level technocrats as Founder and CEO at HoveHive Group, a leading Chartered Management Brand.

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Copyright 2014 Kelechikwu Emmanuel Oguejiofor.

All rights reserved. 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 written prior permission of the author.

ISBN: 978-1-4907-4259-5 (sc)

ISBN: 978-1-4907-4258-8 (e)

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Trafford rev. 08/18/2014

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Contents

Acknowledgement

Abstract

Executive Summary

1.1   The Constantly Changing Process Of The Business Environment In Which The Company Operates And Decisions About How To Change The Marketing Mix In Order To Succeed And Reflect New Strategies Suitable For Changing Environment

Introduction

The Marketing Mix

1.2   Ways To Strengthen The Competitive Position Of The Company And Discuss Ways To Satisfy Customers And Achieve Performance Targets According To Its Resources And Abilities

The Marketing Environment

Internal Environment

Micro Environment

The Macro Environment

1.3   Formulation Of Segmentation, Targeting And Positioning (Stp) Strategies Of The Company

Knowing The Market

Target Marketing

The Target Marketing Process

Market Segmentation

Market Targeting

Products: Goods, Services And Ideas

The Total Product Concept

1.4   Decision-Making About Production And Operations, Finance, Human Resource Management And Other Business Issues In A Complex Situation

Planning

1.5   Conclusions

References

Authors Biographical Notes

ACKNOWLEDGEMENT

This book and the honor it contends should all be championed to the immense sacrifice made by those who I ought to forever be greatful to, my beloved parents Father Chief Sir, Jonathan Oguejiofor (JP) (Nwakaibeya), but most especially my beloved mother Late Lady Helen Amaka Oguejiofor (Agunwayi) , both parents hails from Oraifite, Ekwusigo Local Goverment in Anambra State, Nigeria. She was the