Analysis for strategic marketing
著者
書誌事項
Analysis for strategic marketing
Addison-Wesley, c1998
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Analysis for Strategic Marketing is the first book in the market that takes the questions relevant to strategic marketing planning and describes precisely how to conduct the research and analyses needed to answer them. Rao and Steckel offer you this paperback book as a versatile tool to be used as a main text or supplement in your Senior undergraduate or MBA level advanced Marketing Research or Strategic Marketing courses.
目次
1. The Role of Analysis in Strategy Formulation.
2. Segmenting Markets: Who Are the Potential Buyers?
3. Identifying Unmet Needs: What Do the Customers Want?
4. Identifying Competitors: Whom Will We Compete Against?
5. Understanding and Forecasting the External Environment: Demographic, Social, Economic, and Political Factors.
6. Understanding and Forecasting the Market Environment: Technological Factors and Forecasting.
7. Analyzing Competitive Advantage: How to Compete?
8. Resource Allocation Methods
9. Actual Case Examples: Analyses in Action.
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