Strategic Marketing: Second Edition (Second Edition)

Author: Graham De
Publisher:
Publish Date: 2004-01-01
Features: The Chartered Institute of Marketing (CIM) is the world's largest teaching and professional certification body for marketing management. Strategic Marketing is the graduate textbook for preparing for the Chartered Institute of Marketing certification exam. Of course, it is equally suitable for business professionals. This book includes the content of the "Planning and Control" course by the Chartered Institute of Marketing, which are: market-oriented planning methods; analysis: techniques for analysis and strategy development; strategy formulation and selection; implementation and control; This book divides strategic marketing into three distinct stages: strategic analysis, strategic formulation, and strategic implementation, with a particular emphasis on the importance of strategic implementation; This book provides a series of useful marketing tools and analytical techniques, such as PEST analysis, PIMS analysis, PLC analysis, BCG matrix, SWOT analysis, various market analysis models, experience curve analysis, etc.; This book covers many innovative concepts such as "Unique Selling Proposition (USP)," "Emotional Selling Proposition (ESP)," "Vertical Marketing System (VMS)," and "Strategic Business Unit (SBU)." This book provides numerous charts and new cases. Presented to you is the second edition of this book. The new edition includes a new chapter on competitive intelligence, revises the content of Chapter 9 on strategic brand management with new materials, and adds some cases. Today's business world is increasingly aware of the importance of strategy and strategic management. Marketing management is entering the era of strategic marketing. The purpose of this book is to help readers understand the nature and process of strategic marketing decisions.