TY - BOOK
T1 - Applied Strategic Marketing
T2 - A Step by Step Approach
AU - Alsem, Karel Jan
N1 - References.
PY - 2019/4
Y1 - 2019/4
N2 - 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)
AB - 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)
KW - Marketing
KW - marketing
KW - strategy
KW - market research
UR - https://www.routledge.com/Applied-Strategic-Marketing-A-Step-by-Step-Approach-1st-Edition/Alsem/p/book/9781138332089
M3 - Book
SN - 9781138332089
BT - Applied Strategic Marketing
PB - Routledge/Taylor & Francis
CY - Abingdon
ER -