Strategic marketing planning : (Record no. 13814)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01988cam a22001818i 4500 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781032463933 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781032463834 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | HF5415.13 A47 2024, 658.8 |
| MAIN ENTRY--AUTHOR NAME | |
| Personal name | Alsem, K. J., |
| TITLE STATEMENT | |
| Title | Strategic marketing planning : |
| Remainder of title | a step-by-step approach / |
| Statement of responsibility, etc | Karel Jan Alsem. |
| EDITION STATEMENT | |
| Edition statement | Second edition. |
| Copyright Date | |
| Place of publication | Abingdon, Oxon ; |
| -- | New York, NY : |
| Name of publisher | Routledge, |
| Year of publication or production | 2024. |
| PHYSICAL DESCRIPTION | |
| Number of Pages | xv |
| Other physical details | Charts, Diagrams, Index, Pictures and Tables |
| GENERAL NOTE | |
| General note | First edition published by Routledge 2019. |
| SUMMARY, ETC. | |
| Summary, etc | "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 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"-- |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing |
| ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Permanent Location | Current Location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|
| Gabriel Afolabi Ojo Central Library (Headquarters). | Gabriel Afolabi Ojo Central Library (Headquarters). | 11/04/2024 | HF5415.13 A47 2024 | 0195251 | Books |
| Gabriel Afolabi Ojo Central Library (Headquarters). | Gabriel Afolabi Ojo Central Library (Headquarters). | 11/04/2024 | HF5415.13 A47 2024 | 0195252 | Books |