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Strategic marketing : an applied perspective

Author: K J Alsem
Publisher: Boston : McGraw-Hill, ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Karel Jan Alsem creates a clear and understandable process for exploring each step of strategic marketing. This is done through a four part organization: evaluation, analysis, planning, and implementation. This flexible, yet thorough presentation allows strategic marketing to be understood and applied, while it builds confidence by explaining strategies with clarity and relevant background."--Jacket.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: K J Alsem
ISBN: 0073025860 9780073025865 9780071244176 0071244174
OCLC Number: 67774111
Description: xi, 324 pages : illustrations ; 27 cm
Contents: Ch. 1. strategic marketing planning process --
Ch. 2. Mission, value strategies, and market definition --
Ch. 3. Internal analysis --
Ch. 4. Customer analysis --
Ch. 5. Industry analysis --
Ch. 6. Competitor analysis --
Ch. 7. Analysis of distribution and suppliers --
Ch. 8. From analysis to strategy --
Ch. 9. Corporate objectives and corporate strategies --
Ch. 10. Marketing objectives and marketing strategies --
Ch. 11. Objectives and strategies for marketing instruments --
Ch. 12. Organization and implementation of marketing.
Responsibility: Karel Jan Alsem.
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Abstract:

Designed as a stand alone text in a Marketing Strategy course, this book focuses on building customer value through the firm's marketing activities. It aims to indicate the specific steps that  Read more...

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