Strategic Marketing

An Introduction

Business & Finance, Marketing & Sales
Cover of the book Strategic Marketing by Tony Proctor, Taylor and Francis
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Author: Tony Proctor ISBN: 9781134619955
Publisher: Taylor and Francis Publication: September 11, 2002
Imprint: Routledge Language: English
Author: Tony Proctor
ISBN: 9781134619955
Publisher: Taylor and Francis
Publication: September 11, 2002
Imprint: Routledge
Language: English

Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include:

* marketing strategy
* analyzing the business environment
* the customer in the market place
* targeting and positioning
* marketing mix strategy.

This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include:

* marketing strategy
* analyzing the business environment
* the customer in the market place
* targeting and positioning
* marketing mix strategy.

This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.

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