Absolute Essentials of Strategic Marketing

ISBN-13: 9780367437756 / Angielski / Twarda / 2020 / 126 str.

Tony Proctor

Opis

Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy. This book is valuable reading for marketing students around the world.

Spis treści

Introduction.  1. MARKETING STRATEGY.  2. PRODUCT PORTFOLIO AND MARKETING CAPABILITIES.  3. INDUSTRY AND COMPETITION.  4. THE MARKETING ENVIRONMENT.  5. CUSTOMER AND MARKET ANALYSES.  6. SUSTAINABLE COMPETITIVE ADVANTAGE.  7. GROWTH STRATEGIES.  8. SEGMENTATION, TARGETING AND POSITIONING.  9. MARKETING MIX STRATEGY.  10. INTERNATIONAL MARKETING.  11. MARKETING PLANNING AND IMPLEMENTING MARKETING STRATEGY