Cargando…
Strategic marketing : planning and control /
The completely revised and updated 3rd edition of the hugely successful Strategic Marketing: planning and control continues to provide a concise yet comprehensive synthesis of the key strategic marketing concepts. The text cuts through the complexity and jargon surrounding the subject and is tightly...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , |
| Formato: | Documento de Gobierno Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Amsterdam ; London :
Elsevier/Butterworth-Heinemann,
2008.
|
| Edición: | 3rd ed. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Preface; Chapter 1: The Strategic Perspective; Part 1
- Strategic Analysis; Chapter 2: External Analysis; Chapter 3: Competitive intelligence; Chapter 4: Segmentation; Chapter 5: Internal Analysis; Chapter 6: Developing a Future Orientation; Part 2
- Formulation of Strategy; Chapter 7: Strategic Intent; Chapter 8: Strategy Formulation; Chapter 9: Targeting, Positioning and Brand Strategy; Chapter 10: Product Development and Innovation; Chapter 11: Customer Relationship Management; Chapter 12: Alliances and Relationships; Chapter 13: The Strategic Marketing Plan;Chapter 14: Business Ethics and Strategy; Part 3
- Strategic Implementation; Chapter 15: Strategic Implementation; Chapter 16: Control; Part 4
- Problem-based Learning For Strategic Marketing; Chapter 17: Problem-based-learning; Chapter 18: Mini cases; Index.