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Strategic Marketing: Decision Making and Planning

Course Codes : MAR331, MKTG5550, MKTG20008, MKTG90005

Strategic Marketing: Decision Making and Planning

ISBN 9780170185325
Edition 3 Rev ed
Publisher Thomas Nelson Australia
Author(s)
Publication Date
Overview
This fully revised 3rd edition of "Strategic Marketing: Decision-Making and Planning" sets a framework for marketing decision-making as a part of a holistic approach to an organisation's strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes. The latest theories on how marketing strategy is conceptualised and practiced is examined alongside a framework to facilitate the practical application of relevant concepts, tools and techniques. A series of 10 dynamic interactive modules exploring each stage of the strategic marketing process are included and new features such as Strategy in Practice boxes and end-of-chapter Strategy in Action activities further highlight the connection between theory and application. Continuing to bridge the gap between theory learnt and the practice of writing a marketing plan or report, "Strategic Marketing: Decision-Making and Planning 3e" is an invaluable resource for students and practitioners alike.
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