Strategic Marketing
Strategic Marketing

Author: Peter W. Reed

Publisher:

Published: 2010

Total Pages: 364

ISBN-13: 9780170185325

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This fully revised 3rd edition of Strategic Marketing: Decision-Making and Planning sets a framework for marketing decision-making as a part of a holistic approach to an organisationa s strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes. The latest theories on how marketing strategy is conceptualised and practiced is examined alongside a framework to facilitate the practical application of relevant concepts, tools and techniques. A series of 10 dynamic interactive modules exploring each stage of the strategic marketing process are included and new features such as Strategy in Practice boxes and end-of-chapter Strategy in Action activities further highlight the connection between theory and application. Continuing to bridge the gap between theory learnt and the practice of writing a marketing plan or report, Strategic Marketing: Decision-Making and Planning 3e is an invaluable resource for students and practitioners alike.

Strategic Marketing Decisions in Global Markets
Strategic Marketing Decisions in Global Markets

Author: Isobel Doole

Publisher: Cengage Learning

Published: 2005

Total Pages: 374

ISBN-13:

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This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment.Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.

Strategic Marketing
Strategic Marketing

Author: Douglas West

Publisher: Oxford University Press, USA

Published: 2010-03-25

Total Pages: 613

ISBN-13: 0199556601

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This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.

Intelligent Support Systems for Marketing Decisions
Intelligent Support Systems for Marketing Decisions

Author: Nikolaos F. Matsatsinis

Publisher: Springer Science & Business Media

Published: 2012-12-06

Total Pages: 517

ISBN-13: 146151147X

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Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.

Segmentation and Positioning for Strategic Marketing Decisions
Segmentation and Positioning for Strategic Marketing Decisions

Author: James H. Myers

Publisher: South Western Educational Publishing

Published: 1996

Total Pages: 0

ISBN-13: 9780877572596

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Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other marketing handbooks. Myers mediates between discussing the intricacies of segmentation and positioning techniques and showing the ways these techniques can be interpreted and used in the real world. The book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, and classification and regression trees. Other chapters deal with perceptual positioning maps-point and vector, value maps laddering techniques, and quadrant analysis. Myers uses examples to explain research analysis and provides practical information. In addition to explaining how to evaluate results, he provides caveats and explains pitfalls of each technique.

Developing Successful Marketing Strategies
Developing Successful Marketing Strategies

Author: Gary W. Randazzo

Publisher: Business Expert Press

Published: 2014-05-15

Total Pages: 154

ISBN-13: 1606499610

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What’s your organization’s marketing strategy? Does your company meet real life marketing challenges head on and with success? This book provides a unique approach by using your organization’s mission and vision statements to guide the development of marketing goals, strategies, and tactics. It uses real market examples to demonstrate the development of effective marketing strategies. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. This book neatly weaves the process of developing such a marketing strategy with examples given to clarify the theories and guide the reader through the strategic marketing planning process. If you are a manager, business student, or an executive, this book will help you grow an established business or start a new one with smart management techniques and processes that are critical to executing successful marketing strategies. The examples used are from large and small organizations in which the author was personally involved.

Strategic Marketing Management
Strategic Marketing Management

Author: Alexander Chernev

Publisher:

Published: 2009

Total Pages: 283

ISBN-13: 9780982512630

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Strategic Marketing Management (5th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.

Strategic Marketing Cases in Emerging Markets
Strategic Marketing Cases in Emerging Markets

Author: Atanu Adhikari

Publisher: Springer

Published: 2017-05-03

Total Pages: 171

ISBN-13: 3319515454

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This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. By illustrating a range of actual business situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries.

Handbook of Marketing Strategy
Handbook of Marketing Strategy

Author: Venkatesh Shankar

Publisher: Edward Elgar Publishing

Published: 2012

Total Pages: 529

ISBN-13: 1781005222

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This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.