Venter

Strategic Marketing

Theory and Applications for Competitive Advantage

• Broschiertes Buch

Produktbeschreibung

Strategic marketing: Theory and applications for competitive advantage introduces the theories and formulation of strategic marketing, discusses the analysis of the environment, and how to apply and evaluate the concepts (to satisfy customer wants and needs while meeting company objectives) in a Southern African setting through case studies.

Produktdetails

• Verlag: Oxford University Press, USA
• Seitenzahl: 560
• Erscheinungstermin: 11. Januar 2010
• Englisch
• Abmessung: 239mm x 168mm x 23mm
• Gewicht: 567g
• ISBN-13: 9780195987065
• ISBN-10: 0195987063
• Artikelnr.: 29977787

Autorenporträt

P. Venter, M. Jansen van Rensburg, Contributors: J.C. de Villiers, A. Drotskie, L. Ehlers, M. Goldman, F. Herbst, P. Joubert, S. McCoy, J. Strydom, E. Udjo

Inhaltsangabe

* Introduction
* 1: The nature of strategic marketing
*
SECTION 1 Market opportunity analysis
* 2: The Southern African strategic marketing environment
* 3: Identifying market opportunities
* 4: Developing marketing opportunities
*
SECTION 2 Strategic marketing process
* 5: Identifying and targeting attractive market segments
* 6: Marketing strategies in the life cycle
* 7: Branding and positioning
*
SECTION 3 Marketing strategy implementation
* 8: The marketing plan
* 9: Implementation of marketing strategies
*
SECTION 4 Contemporary issues in marketing
* 10: Marketing metrics
* 11: Current issues in marketing