EBOOK

Strategic Marketing Decisions in Global Markets

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September 2004

Beschreibung

Beschreibung

This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment. Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.

Inhaltsverzeichnis

PART 1: BUILDING THE CAPABILITY TO MAKE EFFECTIVE STRATEGIC MARKETING DECISIONS
1. The challenge to strategic marketing decision makers
2. Building a learning capability for effective strategic decision making
3. The dynamic marketing environment
4. Financial appraisal for strategic marketing decisions
5. Redefining the strategic marketing direction
6. Building a presence in the global market PART 2: REORIENTING AND REFORMULATING THE MARKETING OFFER FOR STAKEHOLDER SATISFACTION
7. Achieving fast growth through innovation
8. Adding value through leveraging tangible and intangible assets
9. Refocusing the portfolio to exploit new market opportunities
10. Integrating communications to build relationships
11. Adding stakeholder value through the extended organisation
12. Issues in measuring marketing performance and stakeholders

Portrait

Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making.

Pressestimmen

PART 1: BUILDING THE CAPABILITY TO MAKE EFFECTIVE STRATEGIC MARKETING DECISIONS 1. The challenge to strategic marketing decision makers 2. Building a learning capability for effective strategic decision making 3. The dynamic marketing environment 4. Financial appraisal for strategic marketing decisions 5. Redefining the strategic marketing direction 6. Building a presence in the global market PART 2: REORIENTING AND REFORMULATING THE MARKETING OFFER FOR STAKEHOLDER SATISFACTION 7. Achieving fast growth through innovation 8. Adding value through leveraging tangible and intangible assets 9. Refocusing the portfolio to exploit new market opportunities 10. Integrating communications to build relationships 11. Adding stakeholder value through the extended organisation 12. Issues in measuring marketing performance and stakeholders
EAN: 9781844801428
ISBN: 184480142X
Untertitel: Sprache: Englisch.
Verlag: CENGAGE LEARNING
Erscheinungsdatum: September 2004
Seitenanzahl: 343 Seiten
Format: kartoniert
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