TY  - BOOK
AU  - Alsem, Karel Jan
TI  - Applied Strategic Marketing: A Step by Step Approach
SN  - 9781138332089
U1  - 658.802 
PY  - 2019///
CY  - Oxon
PB  - Routledge
KW  - Marketing
N1  - 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
ER  -