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Title:
Strategic marketing : theory and application for competitive advantage
Author:
Venter, Peet, 1964-
ISBN:
9780190737276
Publication Information:
Cape Town, South Africa : Oxford University Press, Southern Africa, ©2020.
Physical Description:
x, 426 pages : illustrations ; 24 cm
Contents:
Introduction -- 1. The nature of strategic marketing --Section 1: Market opportunity analysis --2. The Southern African marketing environment --3. Identifying market opportunities --4. Developing marketing opportunities --Section 2: Strategic marketing process --5. Identifying and targeting attractive market segments --6. Marketing strategies in the life cycle --7. Branding and positioning --Section 3: Marketing strategy implementations --8. The marketing plan --9. Implementation of marketing strategies --Section --4: Contemporary issues in marketing --10. Marketing metrics --11. Current issues in marketing.
Abstract:
Strategic marketing: Theory and applications for competitive advantage introduces the theories and formulation of strategic marketing, discusses the analysis of the environment, and how to apply and evaluate the concepts (to satisfy customer wants and needs while meeting company objectives) in a Southern African setting through case studies.
Subject Term:
Marketing.

Marketing. (OCoLC)fst01010167
Added Author:
Venter, Peet, 1964-

Van Rensburg, Mari Jansen.
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