- Paperback: 252 pages
- Publisher: Paul Fifield Organisation Ltd (Nov 2006)
- Language English
- ISBN-10: 0955424100
- ISBN-13: 978-0955424106
- Product Dimensions: 26.6 x 17.6 x 2.2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,908,851 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Book Description
These "Collected Essays" are a set of papers that have evolved
over the years, and now available for the first time in a single volume.
over the years, and now available for the first time in a single volume.
About the Author
The author has been extensively involved in consultancy and
strategic marketing training since 1980. An outspoken champion of Customer
Strategy, he has written widely on the subject. His book 'Marketing
Strategy' has become a standard text for many MBA and Marketing courses.
Paul Fifield is Visiting Professor of Marketing Strategy at Southampton
University.
strategic marketing training since 1980. An outspoken champion of Customer
Strategy, he has written widely on the subject. His book 'Marketing
Strategy' has become a standard text for many MBA and Marketing courses.
Paul Fifield is Visiting Professor of Marketing Strategy at Southampton
University.
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
I am a strategic sponge. It's like a game really - who's playing, are there any rules and how can I win. Real life brings you down to ground of course. It's not a game at all, it's deadly serious. So having done the theory in my studies in mid 90s, whenever I need a quick look-up business book to tackle my next tactical thread, I reach for Fifield.
This book is a collection of his latest work so it's up-to-date, full of wicked observations that ring true and, my particular penchant, plenty of stick-poking at the theory; because real-life comes in all sorts of shapes and sizes, certainly when it heads my way. I've read it in bite-sized chunks without effort, it's sufficiently lighthearted to be entertaining too and whilst I'm fairly au fait with the subject I'd recommend this as a strategic taster for beginners - to whet their appetite for the game.
I met Paul Fifield at a Chartered Institute of Marketing (CIM) event recently which is why I bought the book. Good speaker too.
This book is a collection of his latest work so it's up-to-date, full of wicked observations that ring true and, my particular penchant, plenty of stick-poking at the theory; because real-life comes in all sorts of shapes and sizes, certainly when it heads my way. I've read it in bite-sized chunks without effort, it's sufficiently lighthearted to be entertaining too and whilst I'm fairly au fait with the subject I'd recommend this as a strategic taster for beginners - to whet their appetite for the game.
I met Paul Fifield at a Chartered Institute of Marketing (CIM) event recently which is why I bought the book. Good speaker too.
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