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Strategic Marketing Decisions In Global Markets

Robin Lowe author Isobel Doole author

Format:Paperback

Publisher:Cengage Learning EMEA

Published:2nd Sep '04

Currently unavailable, and unfortunately no date known when it will be back

Strategic Marketing Decisions In Global Markets cover

This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment. Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.

PART 1: BUILDING THE CAPABILITY TO MAKE EFFECTIVE STRATEGIC MARKETING DECISIONS 1. The challenge to strategic marketing decision makers 2. Building a learning capability for effective strategic decision making 3. The dynamic marketing environment 4. Financial appraisal for strategic marketing decisions 5. Redefining the strategic marketing direction 6. Building a presence in the global market PART 2: REORIENTING AND REFORMULATING THE MARKETING OFFER FOR STAKEHOLDER SATISFACTION 7. Achieving fast growth through innovation 8. Adding value through leveraging tangible and intangible assets 9. Refocusing the portfolio to exploit new market opportunities 10. Integrating communications to build relationships 11. Adding stakeholder value through the extended organisation 12. Issues in measuring marketing performance and stakeholders

ISBN: 9781844801428

Dimensions: 274mm x 218mm x 22mm

Weight: 931g

342 pages

New edition