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Marketing strategy

Author: O C Ferrell; Michael D Hartline; George H Lucas, Jr.; David Johnston Luck; et al
Publisher: Fort Worth (TX) ; Orlando : Dryden Press : Harcourt Brace College Publishers, ©1999.
Series: Dryden Press series in marketing.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

This volume is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function. The text emphasis is on "SWOT" -  Read more...

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Genre/Form: Case studies
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Document Type: Book
All Authors / Contributors: O C Ferrell; Michael D Hartline; George H Lucas, Jr.; David Johnston Luck; et al
ISBN: 0030248019 9780030248016
OCLC Number: 439369964
Description: XX, 407 str. : graf. prikazi ; 26 cm.
Contents: Strategic Market Planning. Developing the Marketing Plan. Environmental Analysis. SWOT: The Analysis of Strengths, Weaknesses, Opportunities and Threats. Mission, Goals, and Objectives. Marketing Strategy Decisions. Selecting and Developing the Marketing Strategy. Marketing Implementation. Financial Assessment and Marketing Control. Social, Electronic, and Global Considerations in Strategic Market Planning. Appendix A: Marketing Plan Worksheets. Appendix B: Marketing Plan Examples.
Series Title: Dryden Press series in marketing.
Responsibility: O.C. Ferrell ... [et al.].

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"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 Read more...

 
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