Applied Strategic Marketing: A Step by Step Approach

Research output: Book/ReportBookAcademic

Abstract

This book, originally published in Dutch, 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 identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy (Routledge)
Original languageEnglish
Place of PublicationAbingdon
PublisherRoutledge/Taylor & Francis
Number of pages423
Edition1
ISBN (Print)9781138332089
Publication statusPublished - Apr 2019

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Keywords

  • marketing
  • strategy
  • market research

Cite this

Alsem, K. J. (2019). Applied Strategic Marketing: A Step by Step Approach. (1 ed.) Abingdon: Routledge/Taylor & Francis.