Karel Jan Alsem (The Netherla Hanze University of Applied Sciences

Applied Strategic Marketing

A Step by Step Approach

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 424
• Erscheinungstermin: 5. März 2019
• Englisch
• Abmessung: 243mm x 168mm x 33mm
• Gewicht: 906g
• ISBN-13: 9781138332089
• ISBN-10: 1138332089
• Artikelnr.: 54589465

Autorenporträt

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.

Inhaltsangabe

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