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10 сентября 2009 | Автор: Admin | Рубрика: Научная литература » Экономика | Комментариев: 0

Marketing Planning and Strategy, 6th edition
By Subhash C. Jain

Publisher: South-Western Educational Publishing | 937 pages | 1999-09-16 | ISBN: 0324014805 | English | PDF | 13.18 MB


Product Description:

Marketing Planning and Strategy is designed for courses at the junior/senior-level in marketing strategy, business unit strategy analysis, strategic market planning, marketing planning, strategic marketing management and advanced marketing. It focuses on building the strategic skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and how they implement strategy. This text focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management.
Contents:
Marketing Planning and Strategy
Cover
Title Page
Table of Contents
Chapter 1 - Marketing and the Concept of Planning and Strategy
Chapter 2 - Strategic Marketing
Chapter 3 - Corporate Appraisal
Chapter 4 - Understanding Competition
Chapter 5 - Focusing on the Customer
Chapter 6 - Scanning the Environment
Chapter 7 - Measuring Strengths and Weaknesses
Chapter 8 - Developing Marketing Objectives and Goals
Chapter 9 - Strategy Selection
Chapter 10 - Portfolio Analysis
Chapter 11 - Organizational Structure
Chapter 12 - Strategic Tools
Chapter 13 - Market Strategies
Chapter 14 - Product Strategies
Chapter 15 - Pricing Strategies
Chapter 16 - Distribution Strategies
Chapter 17 - Promotion Strategies
Chapter 18 - Global Market Strategies
Chapter 19 - The Gillette Company (A)
Chapter 20 - The Gillette Company (B)
Chapter 21 - Dell Computer Corporation
Chapter 22 - Kodak vs. Fuji
Chapter 23 - Loblaws
Chapter 24 - CIBC
Chapter 25 - The Nottoway Plantation, Restaurant, and Inn: The White Castle of Louisiana
Chapter 26 - Farggi
Chapter 27 - Lever Brothers' Introduction of Snuggle Fabric Softener
Chapter 28 - Anheuser-Busch, Inc.
Chapter 29 - SR Corp: Decisions for an Emerging Technology
Chapter 30 - Kortec and Wrenware Architectural Hardware
Chapter 31 - Sony Corporation: Car Navigation Systems
Chapter 32 - Procter & Gamble: Bringing the Company into the 21st Century
Chapter 33 - SpainSko
Chapter 34 - Coca-Cola's Long-Term Marketing Strategy
Chapter 35 - L'Oral Nederland B.V.: Product Information
Chapter 36 - Polaroid and the Family-Imaging Market
Chapter 37 - Fike’s European Strategies
Chapter 38 - PSA Peugeot Citron
Chapter 39 - Carvel in Beijing
Chapter 40 - KFC: Doing Chicken Right in the U.S. Fast-Food Industry
Chapter 41 - Lonetown Press
Chapter 42 - Middlesex Mutual Assurance Company
Chapter 43 - Discount Retailing Battlefield: Kmart vs. Wal-Mart
Chapter 44 - Procter & Gamble-Scope
Chapter 45 - FedEx and UPS in China-Competing with Contrasting Strategies
Chapter 46 - Playboy Enterprises, Inc. (A)
Chapter 47 - Playboy Enterprises, Inc. (B)

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