Name: Strategic Marketing Planning: A Step-By-Step Approach (en Inglés)
SKU: 55833375
Price: 196660.00 CLP
Availability: InStock
Author: Karel Jan Alsem (Hanze University Of Applied Sciences Netherlands)
ISBN: 9781032463933

portada Strategic Marketing Planning: A Step-By-Step Approach (en Inglés)

Strategic Marketing Planning: A Step-By-Step Approach (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Karel Jan Alsem (Hanze University Of Applied Sciences Netherlands)

Idioma

Inglés

N° páginas

458

Encuadernación

Tapa Dura

ISBN13

9781032463933

N° edición

Strategic Marketing Planning: A Step-By-Step Approach (en Inglés)

Karel Jan Alsem (Hanze University Of Applied Sciences Netherlands) (Autor) · Routledge · Tapa Dura

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Reseña del libro "Strategic Marketing Planning: A Step-By-Step Approach (en Inglés)"

This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.