Marketing Strategy: A Global Perspective

摘要: Part I: Introduction. Strategy-Making and the Strategic Role of Marketing Manager. The Development Strategy. Decision Making: Information Gathering a Framework for Analysing. II: Environmental Analysis. Competitive Global Environments. III: Scope Customer Nature Ultimate Consumer Market. Organisational Markets. IV: Mix. Product Service Distribution Promotion Pricing V: Exploring Strategy Options. Developing Strategies. VI: Measuring Results Action Plans Plan. Results: Evaluation Control Process. Cases.