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This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.
This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.
With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.
Table des matières
Part 1 Introduction and Marketing Planning 1. The essence of marketing 2. The strategic marketing planning process Part 2 Situation analysis 3. Mission, customer values and market definition 4. Internal analysis 5. Customer analysis 6. Industry analysis 7. Competitor analysis 8. Distribution and supplier analysis 9. SWOT analysis Part 3 Corporate and marketing strategies 10. Corporate objectives and strategies 11. Marketing objectives and marketing strategies Part 4 Implementation 12. Choice of product/service, price and channels 13. Marketing Communications 14. Organization and execution of marketing
A propos de l'auteur
Karel Jan Alsem is Professor of Marketing at the Hanze University of Applied Sciences in Groningen, The Netherlands. In addition, he is Assistant Professor of Marketing at the Faculty of Economics and Business at the University of Groningen, The Netherlands. He is also a consultant in branding and health care marketing. His main research interests concern strategic brand management, marketing communications, and marketing planning. Alongside a number of books, he has published papers in journals such as the International Journal of Research in Marketing, Applied Economics, and the Journal of Market Focused Management.
Résumé
This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process.
