Strategic Marketing Decisions: Professional Postgraduate Diploma in Marketing

ISBN-13: 9780750686556 / Angielski / Spiralna / 2008 / 102 str.

Karen Beamish

Opis

Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised.

Spis treści

Chapter 1 INTRODUCTION TO STRATEGIC MARKETING DECISIONS; Chapter 2 CHALLENGING TRADITIONAL STRATEGIC THINKING; Chapter 3 COMPETITIVE STRATEGY AS A LEARNING PROCESS; Chapter 4 DEVELOPING CORPORATE WIDE MARKETING INNOVATION; Chapter 5 DEVELOPING CORPORATE WIDE MARKETING INNOVATION; Chapter 6 STRATEGIC DECISIONS FOR GLOBAL DEVELOPMENT; Chapter 7 INNOVATIVE STRATEGIES FOR FAST GLOBAL GROWTH; Chapter 8 BUILDING PORTFOLIO VALUE: BRANDING, PRODUCTS AND SERVICES; Chapter 9 INTEGRATED COMMUNICATIONS AND RELATIONSHIP DEVELOPMENT; Chapter 10 USING THE EXTENDED ORGANIZATION TO ADD PORTFOLIO VALUE; Chapter 11 FINANCIAL APPRAISAL FOR STRATEGIC MARKETING DECISIONS; Chapter 12 ACHIEVING A SUSTAINABLE COMPETITIVE ADVANTAGE;

O autorze

Katharina Reiß, Hans J. Vermeer, Christiane Nord, Marina Dudenhöfer