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Strategic Marketing : An Introduction (Paperback)

Author: Proctor, Tony

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Product Overview

Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them. From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of ?strategic windows? to improve its position. Core issues covered include: marketing strategyanalyzing the business environmentthe customer in the market placetargeting and positioningmarketing mix strategy. This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management. A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415458160/ *Author: Proctor, Tony *Binding Type: Paperback *Number of Pages: 335 *Publication Date: 2008/05/01 *Language: English *Dimensions: 9.40 x 6.80 x 0.80 inches

Specifications

Publisher Taylor & Francis
Mfg Part# 9780415458177
SKU 206135785
Format Paperback
ISBN10 041545817X
Release Date 11/28/2011
Product Attributes
eBooks Kobo
Book Format Paperback
Edition 0002
Number of Pages 0335
Publisher Routledge
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