Text

Marketing Strategy

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Penilaian

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This text is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which business functions today. The importance of customer orientation, integrated throughout the text, is designed to help students develop a customer-oriented market strategy applicable to managers in any sized organisation. Emphasising the SWOT approach to planning the text also includes a set of marketing plan worksheets and a marketing plan successfully employed by a number of companies. Including comprehensive cases of varying length and difficulty and accompanied by a Web site featuring further cases, a guide for analysing and preparing case studies, and links to company Web sites, this text is entirely current and relevant to today's studies. Features: * Text emphasis on the SWOT (strengths, weaknesses, opportunities, and threats) approach to planning. * A comprehensive casebook featuring cases of a variety of lengths, and difficulty. These cases highlight issues faced by companies such as Saturn, USA Today, and Ralston Purina. * Global integration throughout the chapters and cases, as well as specific coverage in Chapter 10, highlights international marketing strategic planning issues. * Coverage of ethics and social responsibility helps to satisfy AACSB requirements for instruction in this area.

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Ketersediaan

HS20170499

HS 658.802 MAR m

My Library

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

HS 658.802 MAR m

Penerbit

Hoboken, NJ : The Dryden Press., 1999

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

0030248019

Klasifikasi

658.802

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen
Marketing--Management
Manajemen Produksi

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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