Strategic Marketing
- ISBN13：9789814281447
- 替代書名：策略行銷
- 出版社：Cengage Learning
- 作者：JAIN; HALEY
- 裝訂／頁數：平裝／685頁
- 規格：25cm*20cm (高/寬)
- 出版日：2010/01/01
商品簡介
•Incorporation of global focus throughout the book
•Discussion of problems and their solution for successful marketing strategy implementation
•Substantial revision of the chapters on market, product, pricing, distribution, and promotion strategies as well as those on strategic implementation
•Updating of references to provide the most current perspectives on the subject
•Emphasis on the importance of emerging technologies in formulating marketing strategy
•Importance of ethical and social issues
目次
Part 1: INTRODUCTION
Ch1. Marketing and the Concept of Planning and Strategy
Ch2. Strategic Marketing
Part 2: STRATEGIC ANALYSIS
Ch3. Corporate Appraisal
Ch4. Understanding Competition
Ch5. Focusing on the Customer
Ch6. Scanning the Environment
Part 3: STRATEGIC CAPABILITIES AND DIRECTION
Ch7. Measuring Strengths and Weaknesses
Ch8. Developing Marketing Objectives and Goals
Part 4: STRATEGY FORMULATION
Ch9. Strategy Selection
Ch10. Portfolio Analysis
Part 5: STRATEGY IMPLEMENTATION AND CONTROL
Ch11. Organizational Structure
Ch12. Strategic Tools
Part 6: MARKETING STRATEGIES
Ch13. Market Strategies
Ch14. Product Strategies
Ch15. Pricing Strategies
Ch16. Distribution Strategies
Ch17. Promotion Strategies
Ch18. Global Market Strategies
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