Strategic Marketing

Theory and Applications for Competitive Advantage

Häftad, Engelska, 2014

Av Prof Pierre Joubert, Prof Michael Goldman, Dr Sean McCoy, Prof Frikkie Herbst, Ms Adri Jonker, Prof Johan Strydom, Mr Hennie Visser, Mr Kosie de Villiers, Pierre Joubert, Michael Goldman, Joubert, Goldman, Mccoy, Herbst, Jonker, Strydom, Visser, de Villiers, Prof Peet Venter, Prof Mari Jansen van Rensburg, Venter, Jansen van Rensburg

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Strategic Marketing second edition deals with the theories and formulation of strategic marketing, discusses the analysis of the environment, and applies and evaluates marketing concepts through southern African case studies.

Produktinformation

Utgivningsdatum2014-11-27
Mått169 x 242 x 18 mm
Vikt590 g
FormatHäftad
SpråkEngelska
Antal sidor400
Upplaga2
FörlagOUP Southern Africa
ISBN9780199044931

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Part 1: Strategic marketing in context ; 1. The nature of strategic marketing ; 2. The southern African marketing environment ; Part 2: Marketing opportunity analysis ; 3. Identifying market opportunities ; 4. Developing market opportunities ; Part 3: Strategic marketing processes ; 5. Identifying and targeting attractive market segments ; 6. Marketing strategies in the life cycle ; 7. Product and service innovation ; 8. Branding and positioning ; Part 4: Strategic marketing implementation and control ; 9. The marketing plan ; 10. Implementation of marketing strategies ; 11. Marketing metrics ; Part 5: Contemporary issues in strategic marketing ; 12. Marketing: An ethical and sustainable approach