Strategic marketing : planning and control
著者
書誌事項
Strategic marketing : planning and control
（Chartered Institute of Marketing/Butterworth-Heinemann marketing series）
Butterworth-Heinemann, c2001
2nd ed
大学図書館所蔵 件 / 全8件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
"Strategic Marketing: planning and control" covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of "Strategic Marketing: planning and control" includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material. It is newly revised to be applicable for the Advanced Certificate in Marketing (Stage 2) level of the CIM qualifications. The material presented is easy to read in a user-friendly layout. The final chapter has been re-written to include new and up-to-date case studies.
目次
- The strategic perspective
- Part one: Strategic analysis - External analysis
- Competitive intelligence
- Segmentation
- Internal analysis
- Developing a future orientation
- Part two: Formulation of strategy - Strategic intent
- Strategy formulation
- Targeting, positioning and brand strategy
- Product development and innovation
- Alliances and relationships
- The strategic marketing plan
- Part three: Strategic implementation - Strategic implementation
- Control
- Mini cases.
「Nielsen BookData」 より