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Chapter 1 Introduction
Part I Assessing the competitiveness of the firm (internal)Chapter 2 Identification of the firm's core competences
Chapter 3 Development of the firm's competitive advantage
Part II Assessing the external marketing situationChapter 4 Customer behaviour
Chapter 5 Competitor analysis and intelligence
Chapter 6 Analysing relationships in the value chain
Part III Developing marketing strategiesChapter 7 SWOT analysis, strategic marketing planning and portfolio analysis
Chapter 8 Segmentation, targeting, positioning and competitive strategies
Chapter 9 CSR strategy and the sustainable global value chain
Part IV Developing marketing programmes
Chapter 10 Establishing, developing and managing buyer-seller relationships
Chapter 11 Product and service decisions
Chapter 12 Pricing decisions
Chapter 13 Distribution decisions
Chapter 14 Communication decisions
Part V Organising, implementing and controlling the marketing effortChapter 15 Organising and implementing the marketing plan
Chapter 16 Budgeting and controlling
Appendix Market research and decision support system GlossaryIndex
Chapter 1 Introduction
Part I Assessing the competitiveness of the firm (internal)Chapter 2 Identification of the firm's core competences
Chapter 3 Development of the firm's competitive advantage
Part II Assessing the external marketing situationChapter 4 Customer behaviour
Chapter 5 Competitor analysis and intelligence
Chapter 6 Analysing relationships in the value chain
Part III Developing marketing strategiesChapter 7 SWOT analysis, strategic marketing planning and portfolio analysis
Chapter 8 Segmentation, targeting, positioning and competitive strategies
Chapter 9 CSR strategy and the sustainable global value chain
Part IV Developing marketing programmes
Chapter 10 Establishing, developing and managing buyer-seller relationships
Chapter 11 Product and service decisions
Chapter 12 Pricing decisions
Chapter 13 Distribution decisions
Chapter 14 Communication decisions
Part V Organising, implementing and controlling the marketing effortChapter 15 Organising and implementing the marketing plan
Chapter 16 Budgeting and controlling
Appendix Market research and decision support system GlossaryIndex
| Erscheinungsjahr: | 2019 |
|---|---|
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781292291444 |
| ISBN-10: | 1292291443 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Hollensen, Svend |
| Auflage: | 4 ed |
| Hersteller: | Pearson Education Limited |
| Verantwortliche Person für die EU: | preigu GmbH & Co. KG, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de |
| Maße: | 266 x 197 x 27 mm |
| Von/Mit: | Svend Hollensen |
| Erscheinungsdatum: | 30.01.2019 |
| Gewicht: | 1,356 kg |
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