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ISBN-10 : 1292020563
ISBN-13 : 9781292020563
Author: Kurt Matzler, Todd A. Mooradian, Lawrence J. Ring
An all-purpose approach to strategic marketing management.
Because strategic marketing is the essential marketing activity, Mooradian provides students with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.
1. Appendix: Basic Financial Math for Marketing Strategy
2. Appendix: Strategic Marketing Plan Exercise
3. Appendix: The One-Page Memo
4. Appendix: Case Analysis and Action-Oriented Decisions
5. Overview of Marketing Strategy and the Strategic Marketing Process
6. Situation Assessment-- The External Environment
7. Situation Assessment-- The Company
8. Strategy Formation
9. Implementation
10. Planning, Assessment, and Adjustment
11. Market Definition
12. Context-- PEST Analysis
13. Customer Assessment – Trends and Insights
14. Consumer and Organizational Buyer Behavior
15. Competitor Analysis – Competitive Intelligence
16. Company Assessment – Missions and Visions
17. Company Assessment – The Value Chain
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Tags: Strategic marketing, Kurt Matzler, Todd Mooradian, Lawrence Ring
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