Author : Orville C. Walker
Publisher : McGraw-Hill/Irwin
Page : 0 pages
File Size : 46,42 MB
Release : 1999
Category : Administración de mercadeo
ISBN : 9780256261189
This text covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's interfunctional relationship.
Author : Heikki Juslin
Publisher :
Page : 616 pages
File Size : 28,43 MB
Release : 2002
Category : Business & Economics
ISBN :
Author : John Dawes
Publisher : SAGE
Page : 297 pages
File Size : 46,10 MB
Release : 2021-08-11
Category : Business & Economics
ISBN : 1529766273
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.
Author : Roger Bennett
Publisher :
Page : 400 pages
File Size : 25,25 MB
Release : 1998
Category : Business & Economics
ISBN :
Topics include international marketing research, entering foreign markets, export methods and procedures, international product policy and international advertising. Case examples and a regional analysis of individual world markets are provided.
Author : Orville C. Walker
Publisher : Irwin Professional Publishing
Page : 420 pages
File Size : 30,91 MB
Release : 1996
Category : Business & Economics
ISBN :
This text focuses on product-market entry-level strategy, examining the content of specific strategies appropriate for difference market and competitive situations, as well as the organizational and managerial issues involved in implementing those strategies. Real-wprld examples are used to illustrate concepts and procedures and demonstrate their practical significance. The text comes bound with GAMR, a Global Allocation Marketing Resources simulation. This edition includes a chapter on international issues.
Author : Richard M.S. Wilson
Publisher : Routledge
Page : 552 pages
File Size : 48,8 MB
Release : 2010-05-04
Category : Business & Economics
ISBN : 1136435247
Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures
Author : Torsten Tomczak
Publisher : Springer
Page : 261 pages
File Size : 40,12 MB
Release : 2017-09-15
Category : Business & Economics
ISBN : 3658184175
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
Author : Benson P. Shapiro
Publisher : McGraw-Hill/Irwin
Page : 842 pages
File Size : 12,72 MB
Release : 1985
Category : Business & Economics
ISBN : 9780256031546
Author : Paul Fifield
Publisher : Routledge
Page : 330 pages
File Size : 19,23 MB
Release : 2008-02-20
Category : Business & Economics
ISBN : 1136379525
The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book. As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business strategy process. It shows how to: * develop a business strategy * devise a marketing strategy * implement a marketing strategy Providing a good balance between sound theory and practical know-how in an increasingly competitive environment, the book is indispensable for marketing practitioners, general managers and students alike.
Author : Rudolf Grünig
Publisher : Springer
Page : 269 pages
File Size : 29,67 MB
Release : 2018-04-18
Category : Business & Economics
ISBN : 3662562219
Developing future strategies for a company is an important and complex task, and forms the core issue in this book. A company’s strategy defines its future direction, specifying its desired market position and key competitive advantages both at the level of market offers and of resources. This book provides clear, straightforward advice for professionals: after a brief introduction to strategic planning, a heuristic process for determining future strategies is presented. It shows how to analyze a company’s current situation, develop and assess options for the future, and define implementation projects. Throughout the book, detailed recommendations are illustrated with the help of numerous concrete examples. As a result of studying applications of the book in practice, the second edition benefits from a simplified, hands-on analysis and planning process at the business level.
