Strategic Marketing (7th Edition) (7th Edition)

Author: Kreuels
Publisher:
Publish Date: 2004-05-01
Features: The characteristics of this book are summarized as follows: Unique, Authoritative, Practical, Comprehensive
Unique: The research perspective and starting point are distinctive
Authoritative: The author is a globally recognized expert in strategic marketing and sales management
Practical: A full integration of practical theoretical knowledge and strategic marketing practice guidance
Comprehensive: A perfect combination of the latest theories in strategic marketing and numerous classic cases
This book conducts an in-depth study of marketing from a unique strategic perspective, with its main thread being the marketing strategy process. The book is divided into six parts: Part I is an overview of market-driven strategies, Part II constructs the theoretical framework for situational analysis, Part III examines the design of market-driven strategies, Part IV explores the development of market-oriented planning, Part V delves into the implementation and management of market-driven strategies, and Part VI provides many classic cases. Each chapter includes Internet applications and review questions, allowing readers to apply the knowledge to specific companies for practice. This book is suitable for undergraduate students and teachers in business management and marketing, as well as for reference use by business managers.