Title:
Strategic marketing : decision making & planning
Author:
Reed, Peter.
ISBN:
9780170241236
Personal Author:
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.
Added Title:
Marketing planning and strategy.
Strategic marketing planning.