Written by one of the top professors at Northwestern University's renowned Kellogg School of Management, this book is a concise guide to the theory of strategic marketing analysis. Succinct and insightful, this book appeals to a diverse audience. For business students, the strategic marketing theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.... think SUVa#39;s are too flashy (e.g., BMW), too destructive (e.g., Hummer H2), and too dangerous (e.g., Ford Explorer). ... to as marketing mix variables) that are essential for strategy implementation: (1) product, (2) service, (3) image, (4) price, anbsp;...
|Title||:||Strategic Marketing Analysis|
|Publisher||:||Brightstar Media Inc - 2006-08-01|