عنوان
پدید آورنده
موضوع
رده
HF5415.13 .G49 2009
HF5415
.
13
.
G49
2009
کتابخانه
محل استقرار
1856176177
9781856176170
b740207
Strategic marketing planning /
[Book]
Colin Gilligan and Richard M.S. Wilson.
2nd ed.
London :
Elsevier/Butterworth-Heinemann,
2009.
x, 552 pages :
illustrations ;
25 cm
Previous edition: 2003.
Includes bibliographical references (pages 519-535) and index.
Strategic marketing planning and the marketing plan -- Marketing auditing and the analysis of capability -- Segmental, productivity and ratio analysis -- Market and environmental analysis -- Approaches to customer analysis -- Approaches to competitor analysis -- Missions and objectives -- Market segmentation, targeting and positioning -- The formulation of strategy 1: analysing the product portfolio -- The formulation of strategy 2: generic strategies and the significance of competitive advantage -- The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.
0
'Strategic Marketing Planning' takes the reader step-by-step through the formulation and implementation of marketing strategy. Each chapter contains a number of expanded examples as well as a series of test questions and exercises.
Marketing-- Management.
Marketing-- Planning.
Marketing
Marketing-- Management.
Marketing-- Planning.
Marketingpolitik.
Theorie.
658
.
802
22
HF5415
.
13
.
G49
2009
85
.
40
QP
600
QP
612
bcl
rvk
rvk
Gilligan, Colin.
Wilson, R. M. S., (Richard Malcolm Sano)
20201204010828.0
مطالعه متن کتاب [Book]
Y
