Strategic marketing analysis
Author: Chernev, Alexander Publisher: Brightstar Media, 2007.Edition: 2nd ed.Language: EnglishDescription: 243 p. : Graphs/Ill. ; 24 cm.ISBN: 0979003911Type of document: BookNote: Doriot: for 2019-2020 coursesBibliography/Index: Includes bibliographical references and index
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Textbook Collection |
HF5415.135 .C44 2007
(Browse shelf) 900178341 |
Available | 900178341 | |||
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Asia Campus Textbook Collection |
HF5415.135 .C44 2007
(Browse shelf) 900195119 |
Consultation only | 900195119 | |||
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Europe Campus Main Collection |
HF5415.135 .C44 2007
(Browse shelf) 001392493 |
Available | 001392493 | |||
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Europe Campus Main Collection |
HF5415.135 .C44 2007
(Browse shelf) 001245936 |
Available | 001245936 | |||
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Middle East Campus Main Collection |
HF5415.135 .C44 2007
(Browse shelf) 500017546 |
Available | 500017546 |
Doriot: for 2019-2020 courses
Includes bibliographical references and index
Digitized
Strategic Marketing Analysis Strategic Marketing Analysis Table of Contents Part One The Big Picture Introduction Strategic Marketing Analysis as a Business Discipline Chapter 1 The Framework for Marketing Analysis Part Two Chapter Chapter Chapter Chapter Chapter Chapter 2 3 4 5 6 7 Strategic Analysis Setting Strategic Goals Identifying Target Customers Developing a Positioning Strategy Evaluating Market Competitiveness Creating a Sustainable Competitive Advantage Managing Competitive Dynamics - Part Three Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13 Tactical Analysis Managing Products and Services Managing Brands Managing Price Managing Incentives Managing Communications Managing Distribution Part Four Chapter 14 Chapter 15 Chapter 16 Chapter 17 Chapter 18 Chapter 19 Chapter 20 Chapter 21 Chapter 22 Chapter 23 Applications Managing Profit Growth Managing Sales Growth Managing New Products Managing Product Lines Managing Product Portfolios Closing Performance Gaps Managing Customer Strategy and Tactics Economic Value Analysis Market Forecasting Customer Equity Analysis Part Five Chapter 24 Chapter 25 Chapter 26 Chapter 27 References Writing a Positioning Statement Writing a Strategic Marketing Memo Writing a Strategic Marketing Plan Essential Financial Concepts in Marketing
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