Marketing planning & strategy
著者
書誌事項
Marketing planning & strategy
South-Western Pub. Co., c1993
4th ed
- タイトル別名
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Marketing planning and strategy
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Focusing on the strategic business unit, this book provides complete coverage on what marketing strategy is and to formulate and implement it. 23 cases, 15 of which are new, and current examples give the book perspective. New to this edition: global marketing strategy; 10 international cases; and a discussion on Nissan Motor Company's international integration.
目次
- Marketing and the Concept of Planning and Strategy
- Strategic Marketing
- Strategic Analysis
- Corporate Appraisal
- Understanding Competition
- Focusing on the Customer
- Scanning the Environment
- Strategic Capabilities and Direction
- Measuring Strengths and Weaknesses
- Developing Marketing Objectives
- Strategic Formulation
- Strategy Selection
- Portfolio Analysis
- Strategy Implementation and Control
- Organizational Structure
- Strategic Tools
- Marketing Strategies
- Market Strategies
- Product Strategies
- Pricing Strategies
- Distribution Strategies
- Promotion Strategies
- Global Market Strategies.
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