Strategic marketing planning
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford :
Butterworth-Heinemann ,
c2009
|
| Edition: | 2nd ed |
| Subjects: |
Table of Contents:
- 1. Introduction
- 2. Strategic marketing planning and the marketing plan
- 3. Marketing auditing and the analysis of capability
- 4. Segmental, productivity and ratio analysis
- 5. Market and environmental analysis
- 6. Approaches to customer analysis
- 7. Approaches to competitor analysis
- 8. Missions and objectives
- 9. Market segmentation, targeting and positioning
- 10. The formulation of strategy 1: Analysing the product portfolio
- 11. The formulation of strategy 2: generic strategies and the significance of competitive advantage
- 12. The formulation of strategy 3: strategies for leaders, followers, challengers and nichers