Strategic marketing decisions in global markets
著者
書誌事項
Strategic marketing decisions in global markets
Thomson, 2005
1st ed.
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内容説明・目次
内容説明
This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment.
Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.
目次
1. The Challenge to Strategic Marketing Decision Makers
2. Building a Learning Capability for Effective Strategic Decision Making
3. The Dynamic Marketing Environment
4. Financial Appraisal for Strategic Marketing Decisions
5. Redefining the Strategic Marketing Direction
6. Building a Presence in the Global Market
7. Achieving Fast Growth Through Innovation
8. Adding Value Through Leveraging Tangible and Intangible Assets
9. Refocusing the Portfolio to Exploit New Market Opportunities
10. Integrating Communications to Build Relationships
11. Adding Stakeholder Value Through the Extended Organisation
12. Issues in Measuring Marketing Performance and Stakeholder Value
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