Strategic Marketing: An Applied Approach

Strategic Marketing: An Applied Approach by Karel Jan Alsem epub pdf fb2

Title: Strategic Marketing: An Applied Approach
Author: Karel Jan Alsem
ISBN10: 0073025860
ISBN13: 978-0073025865
Publisher: McGraw-Hill/Irwin; 1 edition (July 14, 2006)
Language: English
Subcategory: Marketing & Sales
Size PDF: 1704 kb
Size Fb2: 1315 kb
Rating: 4.3/5
Votes: 303
Pages: 336 pages
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Strategic Marketing: An Applied Approach by Karel Jan Alsem


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Strategic Marketing employs the most detailed step-by-step approach available to illustrate the entire process of building a successful marketing plan. The process approach leads the student through the process of writing a complete marketing plan for a brand, mirroring the same approach used by marketing planning experts. Delivering customer value is the purpose of good marketing strategy, so a customer and brand orientation is followed throughout the book: in the analysis, in choosing options, in developing marketing strategy, and in implementation. Strategic guidelines--what to do and what not to do in marketing practice--are given throughout the book. Finally, the text provides extensive coverage of tools and techniques that can be helpful in the planning process. .