Alsem Karel Jan (Hanze University Of Applied Sciences The Netherlands) - Strategic Marketing Planning A Step - By - Step Approach - Paperback

Binding: Paperback
Description: This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values. This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process covering analyzing consumer needs setting goals choosing a brand positioning and marketing communication. Subjects such as big data AI online behavioral 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 Power Point slides.
Title: Strategic Marketing Planning A Step - By - Step Approach
Author(s): Alsem Karel Jan (Hanze University Of Applied Sciences The Netherlands)
Publisher: Taylor & Francis Ltd
Barcode: 9781032463834
Pages: 458 Pages, 41 Tables, Black And White; 101 Line Drawings, Black And White; 80 Halftones, Black And W
Publication Date: 11/1/2023
Category: Advertising