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Książka Strategic Marketing John Atkinson

Strategic Marketing

Cases, Concepts and Challenges

Autor: John Atkinson, Ian Wilson
Język: Angielski
Oprawa: Miękka
Wydawca: PEARSON Education Limited
Dostępność: 50 % szansa
Przeszukamy cały świat
323.63 zł
This book is designed to help both students and the general reader gain a practical understanding of...

Informacje o książce

Autor
John Atkinson, Ian Wilson
Język
Angielski
Oprawa
Książka - Miękka
Data wydania
1996
strony
296
EAN
9780004990378
ISBN
0004990374
Enbook ID
04482637
Wydawca
PEARSON Education Limited
Waga
454
Wymiary
159 x 235 x 19

Pełny opis

This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a 'strategic mindset' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become 'insiders' rather than observers. Cases are supported by sections on relevant theory and specific learning notes. Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes. Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels.

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