Strategic Marketing

Strategic Marketing : Decision Making and Planning

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Description

This fully revised 3rd edition of Strategic Marketing: Decision-Making and Planning sets a framework for marketing decision-making as a part of a holistic approach to an organisation’s strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes. The latest theories on how marketing strategy is conceptualised and practiced is examined alongside a framework to facilitate the practical application of relevant concepts, tools and techniques. A series of 10 dynamic interactive modules exploring each stage of the strategic marketing process are included and new features such as Strategy in Practice boxes and end-of-chapter Strategy in Action activities further highlight the connection between theory and application. Continuing to bridge the gap between theory learnt and the practice of writing a marketing plan or report, Strategic Marketing: Decision-Making and Planning 3e is an invaluable resource for students and practitioners alike.show more

Product details

  • Mixed media product | 350 pages
  • 148.6 x 214.1 x 18.5mm | 358.33g
  • Cengage Learning EMEA
  • Thomas Nelson Australia
  • London, United Kingdom
  • English
  • Revised
  • 3rd Revised edition
  • 246
  • 017018532X
  • 9780170185325
  • 175,590

Table of contents

1. The changing world of marketing 2. Strategic thinking and strategic decision-making 3. Strategic analysis 4. Strategy development – setting marketing objectives and developing marketing strategies 5. High-level marketing strategies: segmentation, brand positioning and the 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 planning reportshow more

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