Год выпуска: 2008 Автор: Alexander Chernev Издательство: Страниц: 260 ISBN: 097900392X
Описание
This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the strategic marketing management theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs. Over the past decades, the field of marketing has accumulated numerous tools. They help define goals and target markets, and facilitate positioning, differentiation, and branding. These tools, however, are usually...
