Tony Proctor (UK University of Chester)

Absolute Essentials of Strategic Marketing

• Broschiertes Buch

Produktbeschreibung

Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy. This book is valuable reading for marketing students around the world.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Absolute Essentials of Business and Economics
• Verlag: Taylor & Francis Ltd
• Seitenzahl: 128
• Erscheinungstermin: 31. Mai 2023
• Englisch
• Abmessung: 216mm x 140mm x 7mm
• Gewicht: 180g
• ISBN-13: 9780367524753
• ISBN-10: 0367524759
• Artikelnr.: 67825416

Autorenporträt

Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.

Inhaltsangabe

Introduction. 1. MARKETING STRATEGY. 2. PRODUCT PORTFOLIO AND MARKETING
CAPABILITIES. 3. INDUSTRY AND COMPETITION. 4. THE MARKETING ENVIRONMENT. 5.
CUSTOMER AND MARKET ANALYSES. 6. SUSTAINABLE COMPETITIVE ADVANTAGE. 7.
GROWTH STRATEGIES. 8. SEGMENTATION, TARGETING AND POSITIONING. 9. MARKETING
MIX STRATEGY. 10. INTERNATIONAL MARKETING. 11. MARKETING PLANNING AND
IMPLEMENTING MARKETING STRATEGY