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Strategic Marketing "Theory and Applications for Competitive Advantage"

Strategic Marketing "Theory and Applications for Competitive Advantage"

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  • ISBN:9780199044931
  • Editorial: Oxford University Press
  • Fecha de la edición:
  • Número de la edición: 2
  • Encuadernación:
  • Nº Pág.:400
  • Idiomas:Inglés,Ingles

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Strategic Marketing second edition deals with the theories and formulation of strategic marketing, discusses the analysis of the environment, and applies and evaluates marketing concepts through southern African case studies.

Part 1: Strategic marketing in context ; 1. The nature of strategic marketing ; 2. The southern African marketing environment ; Part 2: Marketing opportunity analysis ; 3. Identifying market opportunities ; 4. Developing market opportunities ; Part 3: Strategic marketing processes ; 5. Identifying and targeting attractive market segments ; 6. Marketing strategies in the life cycle ; 7. Product and service innovation ; 8. Branding and positioning ; Part 4: Strategic marketing implementation and control ; 9. The marketing plan ; 10. Implementation of marketing strategies ; 11. Marketing metrics ; Part 5: Contemporary issues in strategic marketing ; 12. Marketing: An ethical and sustainable approach

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