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Applied strategic marketing (Paperback, 4th ed)

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South Africa
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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.

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SummaryApplied 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...
AuthorC.J. Jooste (Editor), J.W. Strydom (Editor), A. Berndt (Editor), P.J. du Plessis (Editor)
PublisherPearson Education South Africa
Release date20120105
Pages544
ISBN1-77578-127-5
ISBN 13978-1-77578-127-1
Applied strategic marketing (Paperback, 4th ed) Picture 1Applied strategic marketing (Paperback, 4th ed) Picture 2