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 language | English |
|---|---|
| Place of Publication | Abingdon |
| Publisher | Routledge/Taylor & Francis |
| Number of pages | 423 |
| Edition | 1 |
| ISBN (Print) | 9781138332089 |
| Publication status | Published - Apr 2019 |
Keywords
- marketing
- strategy
- market research