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Applied Strategic Marketing
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A Step by Step Approach
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Artikel-Nr:
9781138332089
Veröffentl:
2019
Erscheinungsdatum:
05.03.2019
Seiten:
424
Autor:
Karel Jan Alsem
Gewicht:
932 g
Format:
243x168x33 mm
Sprache:
Deutsch
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, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. It is vital reading for undergraduate and postgraduate students, as well as marketing practitioners who want a clear overview to aid them in the planning process.
Part 1 Introduction and marketing planning 1. The essence of marketing 2. The strategic marketing planning process Part 2 Situation analysis 3. Mission, value strategies and market definition 4. Internal analysis 5. Customer analysis 6. Industry analysis 7. Competitor analysis 8. Analysis of distribution and suppliers 9. SWOT-analysis Part 3 Corporate decisions and marketing decisions 10. Corporate objectives and strategies 11. Marketing objectives and strategies Part 4 Implementation 12. Product, price, place 13. Marketing communication 14. Organization and implementation of marketing Literature