Strategic Marketing

Theory and Applications for Competitive Advantage
Erscheinungsjahr 2010
ISBN: 978-0-19-598706-5
Verlag: Oxford University Press

Buch, Englisch, 384 Seiten, Format (B × H): 168 mm x 239 mm, Gewicht: 567 g

Strategic marketing: Theory and applications for competitive advantage introduces the theories and formulation of strategic marketing, discusses the analysis of the environment, and how to apply and evaluate the concepts (to satisfy customer wants and needs while meeting company objectives) in a Southern African setting through case studies.

Autoren/Hrsg.

Venter

Venter, Peet

Jansen van Rensburg, Mari

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

- Introduction

- 1: The nature of strategic marketing

-

SECTION 1 Market opportunity analysis

- 2: The Southern African strategic marketing environment

- 3: Identifying market opportunities

- 4: Developing marketing opportunities

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SECTION 2 Strategic marketing process

- 5: Identifying and targeting attractive market segments

- 6: Marketing strategies in the life cycle

- 7: Branding and positioning

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SECTION 3 Marketing strategy implementation

- 8: The marketing plan

- 9: Implementation of marketing strategies

-

SECTION 4 Contemporary issues in marketing

- 10: Marketing metrics

- 11: Current issues in marketing

Über Autor(innen)

P. Venter, M. Jansen van Rensburg, Contributors: J.C. de Villiers, A. Drotskie, L. Ehlers, M. Goldman, F. Herbst, P. Joubert, S. McCoy, J. Strydom, E. Udjo