Competitive Marketing: A Strategic Approach

This edition presents a complete review of marketing strategy to take into account all the major new developments in the field. It builds on the previous editions, presenting an informed approach to the issues and methods of marketing in a competitive environment. New to this edition are up-to-date marketing illustrations, coverage of areas of service marketing, business to business marketing, non-business marketing, international marketing and ethical considerations. This text is designed as a second-level marketing management text which presents a practical analysis which should be useful reading for MBA and other executive courses. It should also be of interest to all those in the marketing profession who want to build competitive strategies and take effective management decisions.

Business & Money

O'Shaughnessy, John

Management & Leadership

Unwin Hyman

Business Organization (Studies in Management) (Study in Management)

HarperCollins, Publishers

Inquiry and decision

Allen And Unwin

Competitive marketing: A strategic approach

Marketing & Sales

Allen& Unwin

First published in 1972, this book combines concepts from the philosophy of science and statistics with social science techniques to form a methodological text for all those engaged in the social sciences and in management. It details the processes of inquiry – namely description, explanation, evaluation and prediction – and shows the role they play in prescriptive decision-making. It is argued that an understanding of these processes lies behind successful inquiry and is an aid to effective decision-making. Broad in scope, this reissue will help the decision-maker avoid some of the errors that can arise in moving from a set of stated goals to the selection of the course of action that will achieve these goals. It will appeal to all those engaged in inquiry in the fields of sociology, psychology, political science, and business and management studies, as well as the manager in both the public and private sector.

Inquiry and decision;: A methodology for management and the social sciences

Politics & Social Sciences

Social Sciences

Barnes&Noble

Although consumers have a strong vision of "the good life," they wrestle with the problem of how best to express that vision in material terms through what they want to buy. How do consumers choose the brands they buy? What circumstances lead consumers to make their purchases--habit, weighing the pros versus the cons, pure liking or simple whim? Why People Buy provides an original approach to understanding and studying the consumer--it details a way of identifying the goals, wants, beliefs and choices currently motivating consumers. O'Shaughnessy discusses many situations from the point of view of the marketing manager seeking to attract new users, retain customers, increase business or convert from rivals. He argues that the consumer's choice criteria never involve more than six categories of reason, which he explains at length.

Why People Buy

Oxford University Press

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, dbeliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is "must" reading for anyone involved in selling or buying.

Emotion is one of the defining forces in our lives. It lies at the very heart of many of our most important experiences and memories. Not surprisingly, the worlds of business and marketing have long drawn on the power of emotion to influence consumer impulses and brand loyalty. Yet beyond the obvious emotions evoked by an inspirational Nike ad or an affecting Hallmark commercial lies an emotional universe that is less conspicuous, even transparent, yet no less influential. In this definitive work, two marketing experts provide a highly original, entertaining and anecdote-rich account of the marketing power of emotion. The primordial force behind motivation and persuasion, emotions enter into all decisions involving tradeoffs and are thus especially relevant to consumer decision-making. The Marketing Power of Emotion traces the manner in which companies rely on emotion to connect with consumers, develop new products, improve their strategic position, and increase brand recognition. Synthesizing key research in a variety of scientific fields, the authors cover the role of mood in persuasion; affect-driven consumer behavior; choice processes; associationism (how consumers develop positive and negative associations with a product); the importance of consistency; response prediction; and emotional response manipulation, among a host of other topics. Importantly, the centrality of emotion in developing brand loyalty is explored in depth. Essential reading for executives and middle management alike, as well as all students and scholars of consumer behavior, The Marketing Power of Emotion is the most authoritative statement yet on this critically important aspect of business strategy.

The Marketing Power of Emotion

O'Shaughnessy, Nicholas Jackson

This new edition of a best selling international text now covers strategic marketing and includes up-to-date examples of all areas of marketing throughout.

Competitive Marketing

Routledge

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Books by O'Shaughnessy, John