Joubert, Goldman, Mccoy, Herbst, Jonker, Strydom, Visser, de Villiers

Strategic Marketing 2e: Theory and Applications for Competitive Advantage

Herausgeber: Venter; Jansen van Rensburg

• Broschiertes Buch

Produktbeschreibung

Strategic Marketing second edition applies and evaluates the theory of strategic marketing through southern African case studies.

Produktdetails

• Verlag: Oxford University Press, USA
• 2nd edition
• Seitenzahl: 400
• Erscheinungstermin: 1. Januar 2016
• Englisch
• Abmessung: 236mm x 165mm x 23mm
• Gewicht: 680g
• ISBN-13: 9780199044931
• ISBN-10: 0199044937
• Artikelnr.: 47865839

Autorenporträt

Prof Pierre Joubert, Prof Michael Goldman, Dr Sean McCoy, Prof Frikkie Herbst, Ms Adri Jonker, Prof Johan Strydom, Mr Hennie Visser, Mr Kosie de Villiers, Prof Peet Venter, Prof Mari Jansen van Rensbur

Inhaltsangabe

Part 1: Strategic marketing in context
1: The nature of strategic marketing
2: The southern African marketing environment
Part 2: Marketing opportunity analysis
3: Identifying market opportunities
4: Developing market opportunities
Part 3: Strategic marketing processes
5: Identifying and targeting attractive market segments
6: Marketing strategies in the life cycle
7: Product and service innovation
8: Branding and positioning
Part 4: Strategic marketing implementation and control
9: The marketing plan
10: Implementation of marketing strategies
11: Marketing metrics
Part 5: Contemporary issues in strategic marketing
12: Marketing: An ethical and sustainable approach