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Strategic Marketing is structured around the four key questions facing organisations and top management when deciding on their strategic direction:
1. Where are we now?
2. Where do we want to be?
3. How will we get there?
4. Did we get there?
In addressing these questions, the book covers topics such as:
Written with the undergraduate student in mind, Strategic Marketing offers a comprehensive view of the current developments and challenges facing the marketing world, and shows how an effective strategic basis is a valuable tool for addressing these challenges and providing strategic direction to the organisation. In this new edition two new chapters on branding and electronic marketing strategies have been included, making this an essential guide to contemporary strategic marketing.
Summary | Strategic Marketing offers a comprehensive view of the current developments and challenges facing the marketing world, and shows how an effective strategic basis is a valuable tool for addressing these challenges and providing strategic direction to the organization. |
Author | J. Wiid |
Publisher | Juta Legal and Academic Publishers |
Release date | 20170118 |
Pages | 512 |
ISBN | 1-4851-2123-X |
ISBN 13 | 978-1-4851-2123-7 |