Strategic marketing : theory and aplication for competitive advantage

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Title:

Author:

Venter, Peet.

ISBN:

9780199044931

Personal Author:

Venter, Peet.

Edition:

2nd edition, first impression.

Physical Description:

viii, 392 pages : illustrations ; 24 cm

Contents:

1. The nature of strategic planning -- 2. The southern African marketing environment -- 3. Identifying market opportunities -- 4. Developing market opportunities -- 5. Identifying and targeting attractive market segments -- 6. Marketing strategies in the life cycle -- 7. Product and service innovation -- 8. Branding and positioning -- 9. The marketing plan -- 10. Implementation of marketing strategies -- 11. Marketing metrics -- 12. Marketing: an ethical and sustainable approach.

Subject Term:

Marketing -- Decision making.

Marketing -- Management.

Strategic planning.

Marketing -- Decision making. (OCoLC)fst01010188

Marketing -- Management. (OCoLC)fst01010209

Strategic planning. (OCoLC)fst01134371

Added Author:

Jansen van Rensburg, Mari.

Electronic Access:

EBSCO https://ezproxy.iielearn.ac.za/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1104433&site=ehost-live

Copies:

Available:*

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Summary

Strategic Marketing second edition deals with the theories and formulation of strategic marketing, discusses the analysis of the environment, and applies and evaluates marketing concepts through southern African case studies.