haku: @author Parkinson, S. / yhteensä: 15
viite: 5 / 15
| Tekijä: | Parkinson, S. |
| Otsikko: | Building competitive marketing strategies (Marketingplanung) |
| Lehti: | Manager Update
1996 : AUTUMN, VOL. 8:1, p. 12-20 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | The author reviews three articles all dealing with the process of strategic marketing planning. The first presents an overview of the changing role and context of strategic planning since the 1970's. The second is concerned with the practicalities of developing a strategic marketing plan based on the concept of adding value for customers, rather than building brand values. Finally the third examines how to manage business turnaround, describing a methodology to refocus business on market opportunities that are consistent with capabilities. |
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