Strategic Marketing Management -- Concepts Related to the Development of Marketing Strategy

Author: Kong Weizhong
Publisher:
Publication Date: Not available
Features: This book briefly introduces the development of strategic marketing and how to formulate and evaluate marketing strategies, offering relatively novel perspectives. Chapter 1 introduces the concept of strategic marketing; Chapter 2 describes how situational analysis serves as the information foundation for strategic marketing; Chapter 3 presents practical insights from real-world experience to help formulate and evaluate marketing strategies; Chapter 4 outlines how to develop and assess marketing strategies in practice. This book is suitable as a textbook for university management courses and can also serve as a reference for marketing professionals.