Authors: ATKINSON John, WILSON IanLanguage: Anglais
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296 p. · Paperback
Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices.
Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes.
Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels.
Strategic Marketing: Concepts, Processes and Challenges.
The Strategy/Marketing Interface.
The Strategy Marketing Planning Process.
Challenges: Old Dogs xxx, New Tricks.