| Loại tài liệu | Tư liệu ngôn ngữ (Sách) | | Chỉ số ISBN | 9781032463834 | | Mã ngôn ngữ | eng | | | HF5415.13 .S87 | | Tên tác giả | Alsem, Karel. Jane | | Thông tin nhan đề | Strategic marketing planning: A step-by-step approach / Karel. Jane Alsem | | Xuẩt bản,phát hành | 2 edition. - New York : Routledge, 2024 | | Mô tả vật lý | 457p. ; 24cm
| | Tóm tắt/chú giải | 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 second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral 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
| | Từ khóa | 1. Digital marketing. 2. Strategic planning. |
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