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This 2nd edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analysing consumer needs, setting goals, choosing a brand positioning and marketing communication. Subjects such as big data, AI, online behavioural targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.
With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.
|- Takes the student step-by-step through the strategic planning process, making this a uniquely practical text for Strategic Marketing and Marketing Management courses.
- The first text to fully integrate sustainability and digitalization throughout the whole strategic marketing plan.
- Uses plenty real-life case studies, examples, models and frameworks to help bring the theory to life.
This 2nd edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analysing consumer needs, setting goals, choosing a brand positioning and marketing communication. Subjects such as big data, AI, online behavioural targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.
With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.
|- Takes the student step-by-step through the strategic planning process, making this a uniquely practical text for Strategic Marketing and Marketing Management courses.
- The first text to fully integrate sustainability and digitalization throughout the whole strategic marketing plan.
- Uses plenty real-life case studies, examples, models and frameworks to help bring the theory to life.
| Erscheinungsjahr: | 2023 |
|---|---|
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9781032463834 |
| ISBN-10: | 103246383X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Karel Jan Alsem (Hanze University of Applied Sciences, The Netherlands) |
| Auflage: | 2. Auflage |
| Hersteller: | Taylor & Francis |
| Verantwortliche Person für die EU: | preigu GmbH & Co. KG, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de |
| Abbildungen: | 181 schwarz-weiß Illustrationen|80 schwarz-weiß Fotos|101 schwarz-weiß Zeichnungen|41 schwarz-weiß Tabellen |
| Von/Mit: | Karel Jan Alsem |
| Erscheinungsdatum: | 23.11.2023 |
| Gewicht: | 0,7 kg |
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