Articoli correlati a Strategic Marketing: An Applied Approach

Strategic Marketing: An Applied Approach - Rilegato

Alsem, Karel Jan

 
9780073025865: Strategic Marketing: An Applied Approach
Rilegato
ISBN 10: 0073025860 ISBN 13: 9780073025865
Casa editrice: McGraw-Hill Education, 2006

Sinossi

Strategic Marketing employs the most detailed step-by-step approach available to illustrate the entire process of building a successful marketing plan. The process approach leads the student through the process of writing a complete marketing plan for a brand, mirroring the same approach used by marketing planning experts. Delivering customer value is the purpose of good marketing strategy, so a customer and brand orientation is followed throughout the book: in the analysis, in choosing options, in developing marketing strategy, and in implementation. Strategic guidelines--what to do and what not to do in marketing practice--are given throughout the book. Finally, the text provides extensive coverage of tools and techniques that can be helpful in the planning process.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Contenuti

Part One: Introduction and Market Definition

1. The Strategic Marketing Planning Process

2. Mission, Value Strategies, and Market Definition

Part Two: Situation Analysis

3. Internal Analysis

4. Customer Analysis

5. Industry Analysis

6. Competitor Analysis

7. Analysis of Distribution and Suppliers

8. From Analysis to Strategy

Part Three: Corporate Decisions and Marketing Decisions

9. Corporate Objectives and Corporate Strategies

10. Marketing Objectives and Marketing Strategies

Part Four: Implementation

11. Objectives and Strategies for Marketing Instruments

12. Organization and Implementation of Marketing

Product Description

Book by AlsemKarel Jan

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
McGraw-Hill Education
Data di pubblicazione
2006
Lingua
Inglese
ISBN 10 
0073025860
ISBN 13 
9780073025865
Rilegatura
Copertina rigida
Numero di pagine
324
Contatto del produttore
non disponibile
Persona responsabile
Ufficio Anagrafiche Messaggerie
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ufficio.anagrafiche@meli.it

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