Marketing Planning and Strategy

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, covering aspects from marketing planning, strategies and tactics, to technical operational levels. It is a must-read for senior management, strategic planners, marketing strategists and analysts, and marketing professionals, as well as an excellent textbook for undergraduate and graduate students in related fields. In an era marked by global competitive challenges, the rapid changes in science and technology, evolving consumer demands, and shifting population centers make strategic marketing a crucial factor for corporate survival, let alone prosperity and growth. Distinctive strategic marketing activities are often difficult for competitors to detect or imitate, requiring significant time and effort, and thus diligent engagement in marketing strategy can create a significant advantage. Marketing Planning and Strategy is a foundational text for strategic marketing. The sixth edition of this book includes two main parts: course materials and case studies. The course materials section provides an overview and analysis of marketing strategy, emphasizing both research and concepts. The case studies are comprehensive and diverse, with most cases involving and analyzing a wide range of marketing issues in different strategic contexts. (Note: This book only includes the course materials, while the case studies were published in March 2003。——Editor's note) 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 marketing planning, strategies and tactics, to technical operational levels:
· Determining the realistic marketing strategy that a company should adopt;
· Deciding when a company needs to revise 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;
· Developing 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.