Description
• Takes the student step-by-step through the strategic planning process, making this a uniquely practical text for Strategic Marketing and Marketing Management courses.
• The first text to fully integrate sustainability and digitalization throughout the whole strategic marketing plan.
• Uses plenty real-life case studies, examples, models and frameworks to help bring the theory to life.
Table of Contents
Part 1 Introduction and Marketing Planning 1. The essence of marketing 2. The strategic marketing planning process Part 2 Situation analysis 3. Mission, customer values and market definition 4. Internal analysis 5. Customer analysis 6. Industry analysis 7. Competitor analysis 8. Distribution and supplier analysis 9. SWOT analysis Part 3 Corporate and marketing strategies 10. Corporate objectives and strategies 11. Marketing objectives and marketing strategies Part 4 Implementation 12. Choice of product/service, price and channels 13. Marketing Communications 14. Organization and execution of marketing
