Strategic Marketing Planning: a step by step approach

By:

Alsem, Karel Jan

Material type:

TextPublication details: London and New York Routledge 2024Edition: 2ndDescription: xvii, 457p. Includes indexISBN:

9781032463834

Subject(s):

Other classification:

X:51-8 R4

Summary: 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.

Item type:

Textbook

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Textbook	Ratan Tata Library	Ratan Tata Library			X:51-8 R4 (Browse shelf(Opens below))					Available			RT1528316

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.

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