Marketing strategy : planning and implementation
Guardado en:
| Autor principal: | |
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| Otros Autores: | , |
| Formato: | Imagen |
| Publicado: |
Homewood :
Irwin,
1992.
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| Colección: | Irwin series in marketing
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| Materias: | |
| Acceso en línea: | https://hdl.loc.gov/loc.wdl/wdl.3074 |
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Tabla de Contenidos:
- Sect. 1: Introduction to Strategy. 1: The strategic role of marketing. 2: Corporate strategy decisions. 3: Business strategies and their marketing implications Sect. 2: Opportunity Analysis. 4: Environmental analysis. 5: Industry dynamics and strategic change. 6: Market targeting. 7: Positioning decisions Sect. 3: Formulating Marketing Strategies. 8: Marketing strategies for new-market entries. 9: Strategies for growth markets. 10: Strategies for mature and declining markets. 11: International marketing strategy Sect. 4: Implementation and Control. 12: Implementing business and marketing strategies. 13: Controlling marketing strategies and programs Epilog: Card wars: Competition heats up in the credit-card industry Appendix: Major sources of competitive intelligence and the marketplace Sect. 5: The Samar Case. SAMAR: Strategic allocation of marketing resources