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Strategic Marketing Planning: A Step-by-Step Approach

By Karel Jan Alsem
eBook
$67.99
By Karel Jan Alsem
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This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.

This second edition has been fully updated to integrate both sustainability and digital...

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BusinessMarketing & SalesMarketingMarketing - General & Miscellaneous