Cim Handbook of Strategic Marketing - A Practical Guide for Designing Implementing Effective Marketing

Informationen zum Autor Colin Egan, Michael J. Thompson Klappentext Aimed at senior executives responsible for shaping and managing the company's strategic direction! this book talks about the strategic dimensions of marketing management and focuses on the critical importance of matching the company's capabilities with genuinely attractive market sectors. It offers a reference for effective marketing practice. Zusammenfassung Aimed at senior executives responsible for shaping and managing the company's strategic direction, this book talks about the strategic dimensions of marketing management and focuses on the critical importance of matching the company's capabilities with genuinely attractive market sectors. It offers a reference for effective marketing practice. Inhaltsverzeichnis Market dynamics and marketing strategies; A strategic perspective on the marketing mix; Marketing strategies for growth, maturity and decline; Innovation strategies for competitive success; Strategies in the end game; Exploring the principles of market segmentation; Competitive positioning; Market-driven strategic planning; Developing an effective brand strategy; Strategic marketing networks; The challenges of global marketing; Evaluating stakeholder principles in strategic marketing management; Implementing marketing strategies; Looking to the future: marketing in the twenty-first century; A strategic view of the future of the marketing profession.

Product details

• Authors: Colin Egan, Colin Egan, Colin Thomas Egan, Egan Colin, Michael Thomas
• Assisted by: Colin Egan (Editor), Michael J. Thomas (Editor)
• Publisher: ELSEVIER SCIENCE BV
• Languages: English
• Product format: Hardback
• Released: 31.07.1998
• EAN: 9780750626132
• ISBN: 978-0-7506-2613-2
• No. of pages: 384
• Series: Professional Development
• Subjects: Social sciences, law, business > Business > Management; BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / Management, Sales & marketing management, business strategy, Sales and marketing management