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Strategic marketing planning

Author: Peter Reed
Publisher: South Melbourne : Thomson Learning, 2006.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
Provides a step-by-step guide to each stage of the marketing plan and strategy development process. An invaluable resource for students & business practitioners charged with the responsibility of developing a strategic marketing plan.
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Document Type: Book
All Authors / Contributors: Peter Reed
ISBN: 0170128652 9780170128650
OCLC Number: 137247187
Description: xi, 316 pages : illustrations ; 25 cm + 1 CD-ROM (4 3/4 in.)
Contents: 1. The changing world of marketing --
2. The process of planning and strategy formation --
3. Strategy analysis : the process of preparing a situation analysis --
4. Strategy development : setting marketing objectives and developing marketing strategies --
5. Marketing strategies : target marketing, product/brand positioning and marketing mix --
6. Product strategies --
7. Pricing strategies --
8. Distribution and channel management strategies --
9. Integrated marketing communication strategies --
10. Advertising strategies and tactics --
11. Other integrated marketing communication tools --
12. Strategic marketing management --
13. Writing the strategic marketing plan.
Responsibility: Peter Reed.

Abstract:

Provides a step-by-step guide to each stage of the marketing plan and strategy development process. An invaluable resource for students & business practitioners charged with the responsibility of developing a strategic marketing plan.

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