Applied Strategic Marketing

Applied Strategic Marketing discusses the strategic role of marketing management in modern organisations. The focus is on how managers choose and manage the markets they serve, how they handle competition and what strategies they devise in order to build brand value and customer relationships.

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Short Description

Applied Strategic Marketing discusses the strategic role of marketing management in modern organisations. The focus is on how managers choose and manage the markets they serve, how they handle competition and what strategies they devise in order to build brand value and customer relationships.

Long description

Applied strategic marketing discusses the strategic role of marketing management in modern organisations. The focus is on how managers choose and manage the markets they serve, how they handle competition and what strategies they devise in order to build brand value and customer relationships. This book guides the reader through the different phases of the strategic planning process and provides a framework for designing and implementing a marketing plan. Building on the success of the third edition's chapters customer analysis, brand and relationship building strategies and measurements of marketing strategies, the revised fourth edition also deals with contemporary issues such as globalisation, sustainability and innovation. Applied strategic marketing in anchored in the South African environment and discusses the impact of global trends. This book offers great value to students and practitioners of strategic marketing.

Product details

Editor:
A. Berndt, C.J. Jooste, J. W. Strydom, P.J. Du Plessis
Format:
Paperback
Imprint:
Pearson SA
Publisher:
Pearson Education
Edition:
4th edition
ISBN:
9781775781271
Audience:
Professional
Pages:
-
Width (mm):
175
Length (mm):
245

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