Applied strategic marketing : a step-by-step approach /
Karel Jan Alsem.
- xii, 424 pages : illustrations ; 25 cm
"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