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Marketing Strategy

Paperback 2005 9780176414887
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Samenvatting

Marketing Strategy is intended for the capstone course in marketing. It focuses on strategic marketing decisions that managers working in small or large businesses need to make on a daily basis.

Specificaties

ISBN13:9780176414887
Taal:
Bindwijze:paperback
Aantal pagina's:471
Uitgever:Cengage Learning

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Inhoudsopgave

Chapter 1 Strategic Marketing Planning and Market Orientation
Chapter 2 Defining and Assessing Markets
Chapter 3 Situational Analysis and Strategic Approaches
Chapter 4 Competitive Advantage and Competitive Strategies
Chapter 5 Market Segmentation and Target Marketing
Chapter 6 Strategic Positioning
Chapter 7 Strategic Networks and Customer Relationship Management
Chapter 8 Product Strategy
Chapter 9 Brand Strategy
Chapter 10 Pricing Strategy
Chapter 11 Distribution and Supply Chain Management
Chapter 12 Integrated Marketing Communications
Chapter 13 Internet Marketing
Chapter 14 Defensive and Offensive Marketing Strategies
Chapter 15 Marketing Implementation and Control
Appendix A Marketing Plan Example, A Marketing Plan for National Depot Inc.

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        Marketing Strategy