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Marketing Strategy: A global perspective.　paper　xxii, 451 p.

Strauble, Vernon R. 　著

絶版
価格 \-

発行年月	2000年01月
出版社／提供元	Heinle & Heinle Publishers Inc
出版国	アメリカ合衆国
言語	英語
媒体	冊子
装丁	paper
ページ数／巻数	xxii, 451 p.
ジャンル	洋書
ISBN	9780030262166
商品コード	0200131841
本の性格	学術書
商品URL	https://kw.maruzen.co.jp/ims/itemDetail.html?itmCd=0200131841

内容

This text introduces strategic applications, global strategy, andemerging perspectives in an approach that captures the challenges ofmarketing strategy. It is designed to help students integrate the "4Ps" of marketing in a broader framework.

Part I: Introduction. Strategy-Making and the Strategic Role of theMarketing Manager. The Development of Marketing Strategy. MarketingDecision Making: Information Gathering and a Framework for Analysing.Part II: The Environmental Analysis. Environmental Analysis.Competitive Analysis. Global Environments. Part III: The Scope ofCustomer Analysis. The Nature of the Ultimate Consumer Market. TheNature of the Organisational Market. Global Markets. Part IV: TheMarketing Mix. Product and Service Strategy. Distribution Strategy.Promotion Strategy. Pricing Strategy. Part V: Exploring MarketingStrategy and Options. Developing Marketing Strategy Options. ExploringGlobal Marketing Strategies. Part VI: Measuring Results of MarketingAction Plans and the Marketing Plan. Measuring Results: Evaluation andControl Process. Marketing Action Plans and the Marketing Plan. Cases.