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This text is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which business functions today. The importance of customer orientation, integrated throughout the text, is designed to help students develop a customer-oriented market strategy applicable to managers in any sized organisation. Emphasising the SWOT approach to planning the text also includes a set of marketing plan worksheets and a marketing plan successfully employed by a number of companies. Including comprehensive cases of varying length and difficulty and accompanied by a Web site featuring further cases, a guide for analysing and preparing case studies, and links to company Web sites, this text is entirely current and relevant to today's studies. Features: * Text emphasis on the SWOT (strengths, weaknesses, opportunities, and threats) approach to planning. * A comprehensive casebook featuring cases of a variety of lengths, and difficulty. These cases highlight issues faced by companies such as Saturn, USA Today, and Ralston Purina. * Global integration throughout the chapters and cases, as well as specific coverage in Chapter 10, highlights international marketing strategic planning issues. * Coverage of ethics and social responsibility helps to satisfy AACSB requirements for instruction in this area.
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Review:
"The first book dealing with strategic marketing issues in combination with a strong 'how-to' focus. This comprehensive text is ideal for students who are already familiar with marketing instruments but have to prepare a marketing plan." (Dr Karel Jan Alsem, Associate Professor of Marketing, University of Groningen, The Netherlands -- Dr Karel Jan Alsem, Associate Professor of Marketing, University of Groningen, The Netherlands
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- PublisherSouth-Western
- Publication date1998
- ISBN 10 0030248019
- ISBN 13 9780030248016
- BindingHardcover
- Number of pages448
- Rating
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MARKETING STRATEGY
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South-Western College Pub
(1998)
ISBN 10: 0030248019
ISBN 13: 9780030248016
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Marketing Strategy
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Marketing Strategy (The Dryden Press Series in Marketing)
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Book Description Hardcover. Condition: Very Good. Marketing Strategy (The Dryden Press Series in Marketing) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780030248016
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Marketing Strategy (The Dryden Press Series in Marketing)
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Marketing Strategy (The Dryden Press Series in Marketing)
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Book Description Hardcover. Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 6545-9780030248016
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Marketing Strategy.
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MARKETING STRATEGY
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(1998)
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ISBN 13: 9780030248016
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