Developing successful marketing strategies

by Randazzo, Gary W.

Type Book

Rate 0.0 /5

Details

Files

Reviews

Download

Title Statements

Full title :Developing successful marketing strategies / Gary W. Randazzo.

Summary

Uses real market examples to demonstrate the development of effective marketing strategies. The approach uses an organization's mission and vision statements to guide the development of marketing goals, strategies, and tactics. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. The book neatly weaves the process of developing a marketing strategy with the use of the marketing mix. Throughout the book examples are given to clarify the theories and guide the reader through the strategic marketing planning process. Managers and executives will use this book as a guide to grow an established business or start a new one. The book can be used as a reference book for unique marketing challenges as well.

Edition Statements

Publication Date:©2014
Edition:First edition

Publication Statements

Publisher(s):Business Expert Press
Place of Publication:New York, NY
Language:eng
Publication Date:©2014

The Physical Object

Description:xv, 148 pages ; : 23 cm.

Edition Identifiers

ISBN:9781606499603, 1606499602, 9781606499610, 1606499610
oclc:ocn889666380
LC Classification:HF5415.13
Dewey Decimal:658.8

Part I. Situation analysis -- 1. Industry and market -- 2. Legal and technological changes -- 3. Defining the target market approach -- 4. Customer jobs to be done -- 5. Customer segmentation -- 6. Challenges faced: internal and external -- Part II. Vision and mission drive strategy, then tactics -- 7. The vision driven strategy -- 8. Product -- 9. Promotion -- 10. Pricing -- 11. Place -- Part III. Implementation -- 12. A process for execution management -- 13. Organizational structure -- 14. Workforce -- 15. Financial structure and controls -- 16. Putting it all together -- Conclusion -- References -- Index.