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Strategic Marketing

- Cases, Concepts and Challenges
Af: Ian Wilson, John Atkinson Engelsk Paperback

Strategic Marketing

- Cases, Concepts and Challenges
Af: Ian Wilson, John Atkinson Engelsk Paperback
Tjek vores konkurrenters priser
This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a ''strategic mindset'' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become ''insiders'' rather than observers. Cases are supported by sections on relevant theory and specific learning notes.

Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices.

Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes.

Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels.
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This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a ''strategic mindset'' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become ''insiders'' rather than observers. Cases are supported by sections on relevant theory and specific learning notes.

Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices.

Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes.

Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels.
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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 296
ISBN-13: 9780004990378
Indbinding: Paperback
Udgave:
ISBN-10: 0004990374
Kategori: Forretningsstrategier
Udg. Dato: 31 maj 1996
Længde: 19mm
Bredde: 159mm
Højde: 235mm
Forlag: Pearson Education Limited
Oplagsdato: 31 maj 1996
Forfatter(e): Ian Wilson, John Atkinson
Forfatter(e) Ian Wilson, John Atkinson

Kategori Forretningsstrategier

ISBN-13 9780004990378

Sprog Engelsk

Indbinding Paperback

Sider 296

Udgave

Længde 19mm

Bredde 159mm

Højde 235mm

Udg. Dato 31 maj 1996

Oplagsdato 31 maj 1996

Forlag Pearson Education Limited