Strategic Marketing
An Introduction
1st Edition
Published on 11. September 2002
336 pages
978-1-134-61995-5 (ISBN)
Description
Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include:
* marketing strategy
* analyzing the business environment
* the customer in the market place
* targeting and positioning
* marketing mix strategy.
This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.
* marketing strategy
* analyzing the business environment
* the customer in the market place
* targeting and positioning
* marketing mix strategy.
This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Illustrations
46 s/w Tabellen
46 Tables, black and white
ISBN-13
978-1-134-61995-5 (9781134619955)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Book
06/2000
1st Edition
Routledge
€163.42
Article exhausted; check different version
Book
06/2000
1st Edition
Routledge
€81.89
Article exhausted; check different version
Person
Tony Proctoris Visiting Professor in Marketing at Chester Business School and also contributes to postgraduate programmes at Lancaster University and The Queen's University, Belfast, as well as to courses run by Hull University and Lincoln Business School in conjunction with CIM and MDC consultants.
Content
Marketing Strategy: Introduction and Overview; Part 1 Portfolio Analysis; Part 2 Analysis of the Business Enterprise; Part 3 Industry Analysis; Part 4 Market Analysis; Part 5 Analysing Competition; Part 6 Analysing the Business Environment; Part 7 Analysing the Customer in the Market Place; Part 8 Sustainable Competitive Advantage and Generic Strategies; Part 9 Segmentation, Targeting and Positioning; Part 10 Marketing Mix Strategy; Part 11 Growth Strategies: Product-Market Expansion; Part 12 Facilitating the Implementation of Strategies; Part 13 Marketing Planning and Implementing Marketing Strategy;
