Strategic Marketing: An Introduction - Couverture souple

Proctor, Tony

 
9780415458177: Strategic Marketing: An Introduction
Couverture souple
ISBN 10 : 041545817X ISBN 13 : 9780415458177
Editeur : Routledge, 2008

Synopsis

Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them.

From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of 'strategic windows' to improve its position. Core issues covered include:

  • marketing strategy
  • analyzing the business environment
  • the customer in the market place
  • targeting and positioning
  • marketing mix strategy.

This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management.

A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415458160/

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Tony Proctor is Professor in Marketing at the University of Chester, UK. He has written extensively on marketing and related issues, including Creative Problem Solving for Managers, Second Edition (Routledge, 2005).

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2008
Langue
anglais
ISBN 10 
041545817X
ISBN 13 
9780415458177
Reliure
Broché
Numéro d'édition
2
Nombre de pages
348
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Allemagne

Autres éditions populaires du même titre

9780415458160: Strategic Marketing: An Introduction

Edition présentée

ISBN 10 :  0415458161 ISBN 13 :  9780415458160
Editeur : Routledge, 2008
Couverture rigide