Strategic marketing : creating competitive advantage
著者
書誌事項
Strategic marketing : creating competitive advantage
Oxford University Press, c2015
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:
Where are you now?
Where do you want to be?
How will you get there?
Did you get there?
This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization, and to evaluate its impact and contribution.
This text is accompanied by an Online Resource Centre which provides:
For students:
Chapter summaries
Internet exercises
Key themes and further reading
Web links
For lecturers:
Additional case studies
Guide to additional case studies
Answers to case questions
Case analyses and teaching notes
PowerPoint slides
Test bank
Links to video clips on strategic issues
目次
- PART I: INTRODUCTION
- PART II: WHERE ARE WE NOW?
- PART III: WHERE DO WE WANT TO BE?
- PART IV: HOW WILL WE GET THERE?
- PART V: DID WE GET THERE?
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