Tony Proctor

Absolute Essentials of Strategic Marketing (eBook, ePUB)

A Research Overview

• Format: ePub

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 126
• Erscheinungstermin: 17. Mai 2020
• Englisch
• ISBN-13: 9781000096644
• Artikelnr.: 59482560

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