Marketing strategy : planning and implementation
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| 其他作者: | , |
| 格式: | Image |
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Homewood :
Irwin,
1992.
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| 丛编: | Irwin series in marketing
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| 主题: | |
| 在线阅读: | https://hdl.loc.gov/loc.wdl/wdl.3074 |
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书本目录:
- 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