Book
Strategic Marketing Planning A Step-by-Step Approach
ISBN : 9781032463834
Author : Karel Jan Alsem
Publisher : Routledge
Year : 2024
Language : English
Type : Book
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.
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