This fully revised 4th edition of Strategic Marketing: Decision
Making and Planning continues to set a framework for marketing
decision making as a part of a holistic approach to an
organisation’s strategic management. It integrates expanded
theoretical coverage with a step-by-step guide to each stage of the
strategy development and management processes. Strategic Marketing:
Decision Making and Planning is written for those involved in the
processes of developing and implementing marketing strategies. The
book emphasises the role of marketing as an organisation-wide
process rather than as a stand-alone organisational function.
Accordingly, Strategic Marketing: Decision Making and Planning
focuses on providing a framework for marketing decision making as
part of a broad-based or holistic approach to strategic management.
The framework provides for decision-making processes that are made
both within and outside of formal strategic-planning processes. The
guiding principle of Strategic Marketing: Decision Making and
Planning is to provide strategists with the ability to develop and
implement effective marketing strategies by drawing on relevant
concepts and analytical tools. It is a book that emphasises the
practical application of marketing and other strategy-related
theories, concepts, tools and techniques. It is designed to be used
by practising managers and students alike, from the first-timer to
the experienced strategist. It is particularly appropriate for
business students studying marketing in subjects such as strategic
marketing, strategic marketing planning and strategic marketing
management. The emphasis on the application of relevant marketing
concepts, tools and techniques provides the basis for organizing
this book.
General
Imprint: |
Cengage Australia
|
Country of origin: |
United Kingdom |
Release date: |
October 2014 |
First published: |
2015 |
Authors: |
Peter Reed
|
Dimensions: |
255 x 185 x 16mm (L x W x T) |
Format: |
Paperback
|
Pages: |
304 |
Edition: |
4th edition |
ISBN-13: |
978-0-17-024123-6 |
Categories: |
Books >
Business & Economics >
General
|
LSN: |
0-17-024123-8 |
Barcode: |
9780170241236 |
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