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Applied Strategic Marketing: A Step by Step Approach

Alsem, Karel Jan

Applied Strategic Marketing: A Step by Step Approach - Oxon Routledge 2019 - 424p

Part 1 Introduction and marketing planning
1. The essence of marketing
2. The strategic marketing planning process
Part II: Situation analysis
3. Mission value strategies, and market definition
4. Internal analysis
5. Customer analysis
6. Industry analysis
7. Competitor analysis
8. Analysis of distribution and suppliers
9. SWOT analysis
Part III: Corporate decisions and marketing decision
10. Corporate objectives and strategies
11. Marketing objectives and marketing strategies
Part IV: Implementation
12. Product, price, place
13. Marketing communication
14. Organization and implementation of marketing

ISBN: 9781138332089

Subjects--Personal Names:
Marketing

Dewey Class. No.: 658.802 / ALS

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