Absolute essentials of strategic marketing / / Tony Proctor
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| Autore: |
Proctor Tony
|
| Titolo: |
Absolute essentials of strategic marketing / / Tony Proctor
|
| Pubblicazione: | London ; ; New York : , : Routledge, , 2021 |
| ©2021 | |
| Edizione: | 1st ed. |
| Descrizione fisica: | 1 online resource (118 pages) : illustraations (black and white) |
| Disciplina: | 658.83 |
| Soggetto topico: | Marketing research |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Contents -- Preface -- Introduction -- 1 Marketing strategy -- 2 Product portfolio and marketing capabilities -- 3 Industry and competition -- 4 The marketing environment -- 5 Customer and market analysis -- 6 Sustainable competitive advantage -- 7 Growth strategies -- 8 Segmentation, targeting and positioning -- 9 Marketing mix strategy -- 10 International marketing -- 11 Marketing planning and implementing marketing strategy -- Index. |
| Sommario/riassunto: | Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird's-eye view of the field for students of marketing strategy. Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of strategic windows' to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats. Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world. |
| Titolo autorizzato: | Absolute essentials of strategic marketing |
| ISBN: | 1-00-300570-5 |
| 1-003-00570-5 | |
| 1-000-09664-5 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910861049703321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Absolute essentials of business and economics.