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Applied strategic marketing : a step-by-step approach / Karel Jan Alsem.

By: Language: English Original language: Dutch Publisher: London, UK ; New York, NY, USA : Routledge, Taylor & Francis Group. ©2019Description: xii, 424 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781138331907
  • 9781138332089
Uniform titles:
  • Strategische marketingplanning. English
Subject(s): Additional physical formats: Online version:: Applied strategic marketingDDC classification:
  • 658.802 Al78 2019 23
LOC classification:
  • HF5415.13 .A435313 2019
Contents:
Part 1 Introduction and marketing planning 1. The essence of marketing2. The strategic marketing planning processPart 2 Situation analysis3. Mission, value strategies, and market definition4. Internal analysis5. Customer analysis6. Industry analysis7. Competitor analysis8. Analysis of distribution and suppliers9. SWOT analysis Part 3 Corporate decisions and marketing decisions10. Corporate objectives and strategies11. Marketing objectives and marketing strategiesPart 4 Implementation12. Product, price, place13. Marketing communication14. Organization and implementation of marketingLiterature
Summary: This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned and updated translation is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process.
Holdings
Item type Current library Collection Call number Status Barcode
Books Books College Library General Circulation Section GC GC 658.802 Al78 2019 (Browse shelf(Opens below)) Available HNU001086

"Published in Dutch by Noordhoff Publishers, 1993, 2017."

Includes bibliographical references (pages 411-416) and index.

Part 1 Introduction and marketing planning 1. The essence of marketing2. The strategic marketing planning processPart 2 Situation analysis3. Mission, value strategies, and market definition4. Internal analysis5. Customer analysis6. Industry analysis7. Competitor analysis8. Analysis of distribution and suppliers9. SWOT analysis Part 3 Corporate decisions and marketing decisions10. Corporate objectives and strategies11. Marketing objectives and marketing strategiesPart 4 Implementation12. Product, price, place13. Marketing communication14. Organization and implementation of marketingLiterature

This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned and updated translation is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process.

College of Business and Accountancy Marketing Management

Text in English

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