Marketing Strategy: A Life-Cycle Approach - Brossura

Lee, Alvin; Edwards, Mark

Brossura

ISBN 10: 1107607299 ISBN 13: 9781107607293

Casa editrice: Cambridge University Press, 2013

Riassunto

Marketing Strategy: A Life-Cycle Approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market with a focus on themes of sustainability and ethics. The concepts and principles of strategic marketing are introduced from a product and business life-cycle perspective. Within that framework, the book explains the nature of strategic thinking, covers the theory and practical application of analytics, explores the considerations, constraints and possible strategic marketing choices available at each stage of the product life-cycle and outlines how to monitor and modify the performance of strategies. Each chapter includes review questions to consolidate learning. Extensive additional resources are available on the companion website, including chapter outlines and test-bank questions. An accompanying book of case studies, Marketing Strategy Case Book, provides a rich source of material to develop students' awareness of how the concepts and principles are applied in real-world contexts.

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Descrizione del libro

Marketing Strategy: A Life-Cycle Approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market. Concepts and principles are introduced from a product and business life-cycle perspective. An accompanying book of case studies, Marketing Strategy Case Book, explores real-world contexts.

Contenuti

Part I. Fundamentals of Strategy, A Starting Point: 1. What is strategy?; 2. Corporate and business strategies: a market oriented perspective; Part II. Wearing the Hat of the Strategic Analyst: 3. Where does our future lie?; 4. Who will we share our future with?; 5. The customers we serve; 6. Taking stock of what we have; 7. Decision making – how do we change?; Part III. Wearing the Hat of the Strategic Planner: 8. Introducing a product and creating a market; 9. Growing markets; 10. Mature markets; 11. Markets in decline; Part IV. Articulating, Implementing and Monitoring Your Strategy: 12. A system to deliver and measure performance in a market.

Dettagli dell?edizione

• Editore: Cambridge University Press
• Data di pubblicazione: 2013
• ISBN 10: 1107607299
• ISBN 13: 9781107607293
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero di pagine: 304
• Contatto del produttore: non disponibile