(eBook PDF) Applied Strategic Marketing: A Step by Step Approach

(eBook PDF) Applied Strategic Marketing: A Step by Step Approach – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1138332089
• ISBN-13 ‏ : ‎ 978-1138332089
• Author: Alsem Karel Jan (Hanze University of Applied Sciences The Netherlands) 

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.

Table of contents:

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 marketing strategies

Part 4 Implementation

12. Product, price, place

13. Marketing communication

14. Organization and implementation of marketing

Literature

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