Alsem, Karel Jan (Hanze University of Applied Sciences, The Neth

Strategic Marketing Planning: A Step-by-Step Approach

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ISBN 13:
9781032463834
author:
Alsem, Karel Jan (Hanze University of Applied Sciences, The Neth
format:
Paperback
publisher:
Routledge
language:
English
Publication Year:
2023
Pages:
458
Dimensions:
24.6 x 17.4 x 2.5 centimetres (0
Genre:
Business, Marketing, General,
Condition:
New
Availability:
Item usually sent within 10 working days
£53.56

Description

Strategic Marketing Planning: A Step-by-step Approach provides a comprehensive and practical guide to developing effective marketing strategies. This updated second edition integrates sustainability and digitalization throughout the strategic planning process, covering key topics such as consumer needs analysis, goal setting, brand positioning, and marketing communication. The book combines theory with practice, taking readers step by step through the strategic marketing process. It includes international case studies and explores subjects like big data, AI, online behavioral targeting, influencer marketing, and social media, accompanied by numerous examples. With its focus on creating customer value, this text equips readers with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. Suitable for both undergraduate and postgraduate students of marketing management and strategic marketing, as well as marketing practitioners seeking a clear overview to aid in planning, this book is accompanied by support materials including PowerPoint slides.

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