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Strategic Marketing
SPAR
kr 37

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:

  • examine the role of corporate, business, and marketing strategy in strategic marketing;
  • recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth;
  • interpret the various elements of marketing strategy and apply them to a particular real-world situation;
  • apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues;
  • apply ethical frameworks to strategic marketing situations.

Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

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This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:

  • examine the role of corporate, business, and marketing strategy in strategic marketing;
  • recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth;
  • interpret the various elements of marketing strategy and apply them to a particular real-world situation;
  • apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues;
  • apply ethical frameworks to strategic marketing situations.

Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

Produktdetaljer
Sprog: Engelsk
Sider: 148
ISBN-13: 9781138593640
Indbinding: Paperback
Udgave:
ISBN-10: 1138593648
Udg. Dato: 4 jul 2018
Længde: 9mm
Bredde: 233mm
Højde: 159mm
Oplagsdato: 4 jul 2018
Forfatter(e) Michael (Nova Southeastern University Bendixen, Russell (Nova Southeastern University Abratt, Michael Bendixen, Russell Abratt


Kategori Forretningsstrategier


Sprog Engelsk


Indbinding Paperback


Sider 148


Udgave


Længde 9mm


Bredde 233mm


Højde 159mm


Udg. Dato 4 jul 2018


Oplagsdato 4 jul 2018

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