Karel Jan Alsem (Netherlands Hanze University of Applied Sciences)

Strategic Marketing Planning

A Step-by-Step Approach

• Broschiertes Buch

Produktbeschreibung

This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 2 ed
• Seitenzahl: 458
• Erscheinungstermin: 1. November 2023
• Englisch
• Abmessung: 241mm x 172mm x 24mm
• Gewicht: 940g
• ISBN-13: 9781032463834
• ISBN-10: 103246383X
• Artikelnr.: 68474530

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, customer values and market definition 4. Internal analysis 5.
Customer analysis 6. Industry analysis 7. Competitor analysis 8.
Distribution and supplier analysis 9. SWOT analysis Part 3 Corporate and
marketing strategies 10. Corporate objectives and strategies 11. Marketing
objectives and marketing strategies Part 4 Implementation 12. Choice of
product/service, price and channels 13. Marketing Communications 14.
Organization and execution of marketing