Marketing Planning and Strategy (6th Edition)

Author: Jean
Publisher:
Publish Date: 2004-04-01
Features: With the changing economic environment and increasing competition, the success or failure of corporate marketing has become a key factor in its survival. Based on this understanding, this book provides a unique, comprehensive, and in-depth elaboration on how to achieve successful marketing from the perspectives of marketing planning, strategy, tactics, and technical operations:
· Determining the realistic marketing strategy that a company should adopt;
· Deciding when a company needs to redevelop its marketing strategy;
· Distinguishing between marketing strategy and marketing management;
· Identifying the key factors to consider when formulating a marketing strategy;
· Analyzing the company's prospects and assessing its strengths and weaknesses;
· Examining and analyzing the fundamental changes in the U.S. society and industry environment that have led to a renewed emphasis on marketing strategy;
· Formulating a mission and purpose to ensure the effectiveness of marketing efforts;
· Setting realistic marketing objectives;
· Determining the role of different products within a business unit;
· Applying portfolio techniques to strategic decision-making and resource allocation;
· Organizing successful strategic implementation;
· Identifying new technologies for collecting information, analyzing strategy, and conceptualizing strategy.