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Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.
Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.
Über den Autor
Doug West was Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary.
John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.
Essam Ibrahim was a Professor of Marketing, the British University in Egypt (BUE). Prior to this he has held various academic positions in Marketing Departments at the University of Edinburgh, University of Strathclyde, Manchester Metropolitan University, and Huddersfield University. He specialises in marketing strategy and international marketing.
Matteo Montecchi is Lecturer in Marketing, King's College London. Previously Matteo held the positions of senior lecturer, course leader and programme director at University of the Arts London, London College of Fashion).
John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.
Essam Ibrahim was a Professor of Marketing, the British University in Egypt (BUE). Prior to this he has held various academic positions in Marketing Departments at the University of Edinburgh, University of Strathclyde, Manchester Metropolitan University, and Huddersfield University. He specialises in marketing strategy and international marketing.
Matteo Montecchi is Lecturer in Marketing, King's College London. Previously Matteo held the positions of senior lecturer, course leader and programme director at University of the Arts London, London College of Fashion).
Inhaltsverzeichnis
- Part A Where are we now?
- 1: Strategic marketing: analysis, perspectives, and blueprint
- 2: Environmental and internal analysis: market information and intelligence
- Part B Where do we want to be?
- 3: Strategic marketing decisions, choices, and mistakes
- 4: Segmentation, targeting, and positioning strategies
- 5: Branding strategies
- Part C How will we get there?
- 6: Relational and sustainability strategies
- 7: Product innovation and development strategies
- 8: Service marketing strategies
- 9: Pricing and distribution strategies
- 10: Marketing communications
- 11: Social and ethical strategies
- Part D Did we get there?
- 12: Strategy implementation and control
- 13: Strategy and metrics
Details
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780198856764 |
| ISBN-10: | 0198856768 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
West, Douglas
Ibrahim, Essam Ford, John Montecchi, Matteo |
| Hersteller: | Oxford University Press |
| Verantwortliche Person für die EU: | Deutsche Bibelgesellschaft, Postfach:81 03 40, D-70567 Stuttgart, vertrieb@dbg.de |
| Maße: | 245 x 192 x 27 mm |
| Von/Mit: | Douglas West (u. a.) |
| Erscheinungsdatum: | 02.06.2022 |
| Gewicht: | 1,151 kg |
Über den Autor
Doug West was Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary.
John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.
Essam Ibrahim was a Professor of Marketing, the British University in Egypt (BUE). Prior to this he has held various academic positions in Marketing Departments at the University of Edinburgh, University of Strathclyde, Manchester Metropolitan University, and Huddersfield University. He specialises in marketing strategy and international marketing.
Matteo Montecchi is Lecturer in Marketing, King's College London. Previously Matteo held the positions of senior lecturer, course leader and programme director at University of the Arts London, London College of Fashion).
John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.
Essam Ibrahim was a Professor of Marketing, the British University in Egypt (BUE). Prior to this he has held various academic positions in Marketing Departments at the University of Edinburgh, University of Strathclyde, Manchester Metropolitan University, and Huddersfield University. He specialises in marketing strategy and international marketing.
Matteo Montecchi is Lecturer in Marketing, King's College London. Previously Matteo held the positions of senior lecturer, course leader and programme director at University of the Arts London, London College of Fashion).
Inhaltsverzeichnis
- Part A Where are we now?
- 1: Strategic marketing: analysis, perspectives, and blueprint
- 2: Environmental and internal analysis: market information and intelligence
- Part B Where do we want to be?
- 3: Strategic marketing decisions, choices, and mistakes
- 4: Segmentation, targeting, and positioning strategies
- 5: Branding strategies
- Part C How will we get there?
- 6: Relational and sustainability strategies
- 7: Product innovation and development strategies
- 8: Service marketing strategies
- 9: Pricing and distribution strategies
- 10: Marketing communications
- 11: Social and ethical strategies
- Part D Did we get there?
- 12: Strategy implementation and control
- 13: Strategy and metrics
Details
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780198856764 |
| ISBN-10: | 0198856768 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
West, Douglas
Ibrahim, Essam Ford, John Montecchi, Matteo |
| Hersteller: | Oxford University Press |
| Verantwortliche Person für die EU: | Deutsche Bibelgesellschaft, Postfach:81 03 40, D-70567 Stuttgart, vertrieb@dbg.de |
| Maße: | 245 x 192 x 27 mm |
| Von/Mit: | Douglas West (u. a.) |
| Erscheinungsdatum: | 02.06.2022 |
| Gewicht: | 1,151 kg |
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