Winning on the marketing front : the corporate manager's game plan
著者
書誌事項
Winning on the marketing front : the corporate manager's game plan
（Wiley series on business strategy）
Wiley, c1986
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注記
"Sources of secondary research": p. 283-321
Includes index
内容説明・目次
内容説明
A guide to strategic planning based on methods Cohen has implemented at companies across the United States. His unique approach applies proven strategies used in warfare to business planning and shows how any manager can plan a winning strategy and position a product competitively by allocating human and financial resources effectively. To aid in implementation, the author includes step-by-step scenarios that illustrate the power of competition-based planning in marketing, budgeting, production, and personnel policy. Easy-to-use checklists help readers develop their strategic plan point by point.
目次
- The Planning of Strategy
- The Basic Concepts of Strategy
- Competitive Analysis
- The Product Life Cycle Concept and Its Use
- Locating Products in their Life Cycles and Developing Strategies for Them
- Solving Strategy and Planning Problems
- Strategic Analysis Methods
- Developing Your Own Strategy Analysis Structure
- Developing a Market Plan
- Appendixes
- Index.
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