Applied Strategic Marketing: A Step-by-Step Approach

1st Edition

Karel Jan Alsem

Routledge
March 13, 2019 Forthcoming
Textbook - 504 Pages - 152 Color & 76 B/W Illustrations
ISBN 9781138332089 - CAT# K393076

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Summary

This book, originally published in Dutch, 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 identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing 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 and updated translation 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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