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| Titre : | Strategic marketing planning : a step-by-step approach / | | Type de document : | texte imprimé | | Auteurs : | K. J. Alsem | | Mention d'édition : | Second edition. | | Editeur : | Routledge, Taylor & Francis Group | | Année de publication : | 2023 | | Importance : | 1 online resource | | ISBN/ISSN/EAN : | 978-1-00-098455-2 | | Note générale : | First edition published by Routledge 2019. | | Index. décimale : | 658.8 Gestion de la distribution (Marketing) | | Résumé : | "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"-- |
Strategic marketing planning : a step-by-step approach / [texte imprimé] / K. J. Alsem . - Second edition. . - London ; New York : Routledge, Taylor & Francis Group, 2023 . - 1 online resource. ISBN : 978-1-00-098455-2 First edition published by Routledge 2019. | Index. décimale : | 658.8 Gestion de la distribution (Marketing) | | Résumé : | "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"-- |
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Strategic marketing planning 
