Strategic Marketing: An Applied Approach

Type

Book

Authors

Karel Jan Alsem

ISBN 10

0073025860

ISBN 13

9780073025865

Tags

Direct, Marketing

Description

Strategic Marketing employs the most detailed step-by-step approach available to illustrate the entire process of building a successful marketing plan. The process approach leads the student through the process of writing a complete marketing plan for a brand, mirroring the same approach used by marketing planning experts. Delivering customer value is the purpose of good marketing strategy, so a customer and brand orientation is followed throughout the book: in the analysis, in choosing options, in developing marketing strategy, and in implementation. Strategic guidelines--what to do and what not to do in marketing practice--are given throughout the book. Finally, the text provides extensive coverage of tools and techniques that can be helpful in the planning process. . - from Amzon

Number of Copies