| Edition |
First edition. |
| Description |
1 online resource (xv, 148 pages). |
| Series |
Marketing strategy collection,
2150-9662
|
|
Marketing strategy collection.
2150-9662
|
| Bibliography |
Includes bibliographical references (page 143) and index. |
| Contents |
Part I. Situation analysis -- 1. Industry and market -- 2. Legal and technological changes -- 3. Defining the target market approach -- 4. Customer jobs to be done -- 5. Customer segmentation -- 6. Challenges faced: internal and external -- Part II. Vision and mission drive strategy, then tactics -- 7. The vision driven strategy -- 8. Product -- 9. Promotion -- 10. Pricing -- 11. Place -- Part III. Implementation -- 12. A process for execution management -- 13. Organizational structure -- 14. Workforce -- 15. Financial structure and controls -- 16. Putting it all together -- Conclusion -- References -- Index. |
| Summary |
Uses real market examples to demonstrate the development of effective marketing strategies. The approach uses an organization's mission and vision statements to guide the development of marketing goals, strategies, and tactics. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. The book neatly weaves the process of developing a marketing strategy with the use of the marketing mix. Throughout the book examples are given to clarify the theories and guide the reader through the strategic marketing planning process. Managers and executives will use this book as a guide to grow an established business or start a new one. The book can be used as a reference book for unique marketing challenges as well. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management. |
| Indexed Term |
advertising frequency |
|
cash requirements |
|
consumer adoption drivers |
|
cross functional teams |
|
customer categories |
|
execution management |
|
mission |
|
new product development |
|
objective |
|
organizational structure |
|
vision |
|
place |
|
price |
|
product |
|
promotion |
|
situation analysis |
|
strategy |
|
tactics |
|
workforce |
| Genre/Form |
Electronic books.
|
|
Electronic books.
|
| Other Form: |
Print version: Randazzo, Gary W. Developing successful marketing strategies. First edition. New York, NY : Business Expert Press, 2014 9781606499603 (OCoLC)889666380 |
| ISBN |
9781606499610 electronic book |
|
1606499610 electronic book |
|
9781606499603 (paperback) |
|
