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关键词：
Strategic Marketing: An Applied Approach
书目信息
ISBN：
9780073025865（13位）
中图分类号：
F7
杜威分类号：
中文译名：
战略营销：应用方法
作者：
Alsem
编者：
语种：
English
出版信息
出版社：
McGraw-Hill Education
出版地：
出版年：
2006
版本：
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
广告/营销
前言：
摘要：
内容简介：
This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation. Features: A How-To Orientation: This book's main concentration lies in its ability to support a student's writing of a marketing plan for a brand. It has step by step decision making in each chapter in the order one would conduct the steps when completing a plan. A Focus On Customer Value: Delivering customer value is the purpose of good marketing strategy. Attention will be paid to the relation between customer value strategies and other functional areas within the firm such as finance, HRD, etc., Logical Structure: The book is completely structured following the strategic marketing planning process. Each chapter is one step in the planning process and the first eight chapters contain a step-by-step description of a SWOT analysis.
目次：
1. The strategic marketing planning process. 2. Strategy review and market definition. 3. Customer analysis. 4. Internal analysis. 5. Competitor analysis. 6. Industry attractiveness analysis. 7. Distribution channel and supplier analysis. 8. Other techniques for strategic analysis. 9. Corporate objectives and strategies. 10. Marketing objectives and strategies. 11. Marketing instrument objectives and strategies. 12. Marketing plan and implementation.
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全文链接：
读者对象：
实体信息
页码：
416
装帧：
硬皮版
尺寸：
其它形态细节：
其它信息
原价：
USD
86.5600
原版ISBN：
其它ISBN：
图书特色：
书评：
扩展信息
Isbn：
0073025860
issue：
2006JC02
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