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Strategic Marketing Planning
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A Step-By-Step Approach
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Artikel-Nr:
9781032463933
Veröffentl:
2023
Erscheinungsdatum:
01.11.2023
Seiten:
458
Autor:
Karel Jan Alsem
Gewicht:
957 g
Format:
244x170x27 mm
Sprache:
Englisch
Beschreibung:
Karel Jan Alsem is Professor of Marketing at the Hanze University of Applied Sciences in Groningen, The Netherlands. In addition, he is Assistant Professor of Marketing at the Faculty of Economics and Business at the University of Groningen, The Netherlands. He is also a consultant in branding and health care marketing. His main research interests concern strategic brand management, marketing communications, and marketing planning. Alongside a number of books, he has published papers in journals such as the International Journal of Research in Marketing, Applied Economics, and the Journal of Market Focused Management.
This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process.
Part 1 Introduction and Marketing Planning 1. The essence of marketing 2. The strategic marketing planning process Part 2 Situation analysis 3. Mission, customer values and market definition 4. Internal analysis 5. Customer analysis 6. Industry analysis 7. Competitor analysis 8. Distribution and supplier analysis 9. SWOT analysis Part 3 Corporate and marketing strategies 10. Corporate objectives and strategies 11. Marketing objectives and marketing strategies Part 4 Implementation 12. Choice of product/service, price and channels 13. Marketing Communications 14. Organization and execution of marketing