Strategic market management : global perspectives /
McLoughlin, Damien.
Strategic market management : global perspectives / - Hoboken, N.J. : Wiley, 2010. - xiii, 354 p. : ill. ; 25 cm.
Includes bibliographical references, appendix and index.
Strategic market management : an overview -- External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Creating advantage : synergy and commitment vs. opportunism vs -- Alternative value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new businesses -- Global strategies -- Setting priorities for businesses and brands -- From Silos to synergy : harnessing the organization.
Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.
9780470689752 (pbk.) 9780470689752: £36.99 0470689757 (pbk.)
Marketing--Management.
Strategic planning.
658.802 / MCL
Strategic market management : global perspectives / - Hoboken, N.J. : Wiley, 2010. - xiii, 354 p. : ill. ; 25 cm.
Includes bibliographical references, appendix and index.
Strategic market management : an overview -- External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Creating advantage : synergy and commitment vs. opportunism vs -- Alternative value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new businesses -- Global strategies -- Setting priorities for businesses and brands -- From Silos to synergy : harnessing the organization.
Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.
9780470689752 (pbk.) 9780470689752: £36.99 0470689757 (pbk.)
Marketing--Management.
Strategic planning.
658.802 / MCL