000			02033nam a2200205 a 4500
020			_a9780415208116
020			_a0415208114
082			_a658.802 _bPRO
100			_aProctor, Tony.
245			_aStrategic marketing : an introduction
260			_aLondon ; New York : _bRoutledge, _c2000.
300			_axvii, 318 p.: _billustrations.
500			_aIncluding Bibliography & Index.
505			_aBook Cover; Title; Contents; List of figures; List of exhibits; Preface; Marketing strategy: introduction and overview; Portfolio analysis; Analysis of the business enterprise; Industry analysis; Market analysis; Analysing competition; Analysing the business environment; Analysing the customer in the market place; Sustainable competitive advantage and generic strategies; Segmentation, targeting and positioning; Marketing mix strategy; Growth strategies: product-market expansion; Facilitating the implementation of strategies; Marketing planning and implementing marketing strategy; Bibliography.
520			_aEvery enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include: * marketing strategy * analyzing the business environment * the customer in the market place * targeting and positioning * marketing mix strategy. This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.
650			_aMarketing -- Decision making.
650			_aMarketing -- Management.
650			_aStrategic planning.
942			_cREF
999			_c38967 _d38967