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Developing Successful Marketing Strategies



Developing Successful Marketing Strategies

Author: Gary W. Randazzo

Publisher: Business Expert Press

Genres:

Publish Date: May 15, 2014

ISBN-10: 1606499602

Pages: 172

File Type: PDF

Language: English

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Book Preface

Developing Successful Marketing Strategies uses real market examples to demonstrate the development of effective marketing strategies. The approach uses an organization’s mission and vision statements to guide the development of marketing goals, strategies, and tactics.

Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. The book neatly weaves the process of developing a marketing strategy with the use of the marketing mix. Throughout the book examples are given to clarify the theories and guide the reader through the strategic marketing planning process.

Managers and executives will use this book as a guide to grow an established business or start a new one. The book can be used as a reference book for unique marketing challenges as well.

The book differs from other business books in that it introduces management techniques and processes and shows how they are critical to executing successful marketing strategies.

The examples used in Developing Successful Marketing Strategies are from large and small organizations in which the author was personally involved. The techniques introduced in the book are based on those studied at most universities.

Contents

Preface ……………………………………………………………………………………..ix
Part I Situation Analysis
Chapter 1 Industry and Market
Chapter 2 Legal and Technological Changes
Chapter 3 Defining the Target Market Approach
Chapter 4 Customer Jobs to Be Done
Chapter 5 Customer Segmentation
Chapter 6 Challenges Faced: Internal and External
Part II Vision and Mission Drive Strategy, Then Tactics
Chapter 7 The Vision Driven Strategy
Chapter 8 Product
Chapter 9 Promotion
Chapter 10 Pricing
Chapter 11 Place
Part III Implementation
Chapter 12 A Process for Execution Management
Chapter 13 Organizational Structure
Chapter 14 Workforce
Chapter 15 Financial Structure and Controls
Chapter 16 Putting It All Together
Conclusion ……………………………………………………………………………..141
References ……………………………………………………………………………….143
Index …………………………………………………………………………………….145


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