Tony Proctor

Strategic Marketing (eBook, ePUB)

An Introduction

• Format: ePub

Produktbeschreibung

Fully updated to include case studies from a range of industry sectors, the 2nd edition is a concise, thorough and enlightening textbook that demonstrates how organizations can take advantage of 'strategic windows' to improve their positions.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 352
• Erscheinungstermin: 25. Februar 2014
• Englisch
• ISBN-13: 9781317834229
• Artikelnr.: 40529714

Autorenporträt

Tony Proctor is Professor in Marketing at the University of Chester, UK. He has written extensively on marketing and related issues, including Creative Problem Solving for Managers, Second Edition (Routledge, 2005).

Inhaltsangabe

1.Marketing Strategy: Introduction and Overview 2. Portfolio Analysis 3.
Analysis of the Business Enterprise 4. Industry Analysis 5. Market Analysis
6. Analysing Competition 7. Analysing the Business Environment 8. Analysing
the Customer in the Market Place 9. Sustainable Competitive Advantage and
Generic Strategies 10. Segmentation, Targeting and Positioning 11.
Marketing Mix Strategy 12. Growth Strategies: Product-Market Expansion 13.
Facilitating the Implementation of Strategies 14. Planning and Implementing
Marketing Strategies