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Strategic Marketing Planning

- A Step-by-Step Approach
Af: Karel Jan Alsem Engelsk Paperback

Strategic Marketing Planning

- A Step-by-Step Approach
Af: Karel Jan Alsem Engelsk Paperback
Tjek vores konkurrenters priser

This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.

This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.

With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.

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This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.

This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.

With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 458
ISBN-13: 9781032463834
Indbinding: Paperback
Udgave: 2
ISBN-10: 103246383X
Kategori: Salgs- & markedsføringsledelse
Udg. Dato: 1 nov 2023
Længde: 27mm
Bredde: 174mm
Højde: 243mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 1 nov 2023
Forfatter(e): Karel Jan Alsem
Forfatter(e) Karel Jan Alsem

Kategori Salgs- & markedsføringsledelse

ISBN-13 9781032463834

Sprog Engelsk

Indbinding Paperback

Sider 458

Udgave 2

Længde 27mm

Bredde 174mm

Højde 243mm

Udg. Dato 1 nov 2023

Oplagsdato 1 nov 2023

Forlag Taylor & Francis Ltd

Kategori sammenhænge