Strategic marketing : decision making & planning
by
 
Reed, Peter.

Title
: 
Strategic marketing : decision making & planning

Author
: 
Reed, Peter.

ISBN
: 
9780170241236

Personal Author
: 
Reed, Peter.

Edition
: 
4th ed.

Publication Information
: 
South Melbourne, Vic. : Cengage Learning, 2015.

Physical Description
: 
xiv, 289 pages : illustrations

General Note
: 
First ed. published as: Marketing planning and strategy.
 
Previous ed. published as: Strategic marketing planning. 2006.

Contents
: 
Section 1: Introduction 1. The changing world of marketing 2. Strategic thinking & strategic decision-making Section 2: Marketing analysis3. Strategic analysis Section 3: Strategy development High level decision 4. Strategy development -- high level decision making 5. Segmentation, targeting and brand positioning strategies 6. Marketing mix strategies Section 4: Strategy development -- product-market strategies7. New product development strategies 8. Penetration marketing strategies 9. Market development strategies 10. Diversification marketing strategies Section 5: Implementation and control11. Strategic marketing management 12. Preparing strategic marketing recommendations.

Abstract
: 
This fully revised 4th edition of Strategic Marketing: Decision Making and Planning continues to set a framework for marketing decision making as a part of a holistic approach to an organisations strategic management. With Student Resource Access Card. Peter Reed ex Monash Uni.

Subject Term
: 
Marketing -- Planning -- Textbooks.
 
Marketing -- Management -- Textbooks.
 
Marketing -- Study and teaching (Higher)

Added Title
: 
Marketing planning and strategy.
 
Strategic marketing planning.


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