Demand Driven Strategic Planning

ISBN-13: 9780415626392 / Angielski / Miękka / 2013 / 180 str.

Marcos Fava Neves

Opis

This text offers students and practitioners alike an integrated approach to strategic planning for companies. Marcos Fava Neves presents a unique perspective on this critical topic based on three main points.

Spis treści

1. The Company as a Network  2. Analysis of the Company Environment and Market (External Analysis)  3. Analyzing the Company and Competitors (Internal Analysis)  4. Establishing the Objectives  5. Strategies to Reach Objectives  6. Products, Services, Brands and Packaging Decisions  7. Communication Decisions  8. Marketing Channels Decisions  9. Sales Force Decisions  10. Pricing Decions  11. Budgeting  12. Strategic Plan and Projects Management

O autorze

Marcos Fava Neves is Professor of the School of Business of the University of São Paulo. He gained his PhD in 1999 at the University of São Paulo after completing a master’s degree, and undertaking postgraduate study in both European agribusiness and marketing in France, and in marketing channels and networks in the Netherlands. He has also specialized in strategic planning processes for companies and food production chains.