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The ultimate guide to strategic marketing : real world methods for developing successful, long-term marketing plans / Robert J. Hamper.

By: Hamper, Robert J
Call number: 658.802 H229U Material type: materialTypeLabelBookPublisher: New York, N.Y. : McGraw-Hill Education, c2014. Description: xii, 304 p. : charts.ISBN: 9780071809092 (hbk.).Subject(s): Marketing -- Management | Business planning | Strategic planning | Marketing research
Pt. 1, The marketing planning precess. Starting out -- Pt. 2, Environmental assessment. Step 1: Basis view - situation analysis. Step 2: Product positioning analysis. Step 3: Strategic portfolio analysis. Step 4: Problem and opportunity analysis -- Pt. 3, Developing the marketing plan. Strategic marketing objectives. Marketing strategy selection. Budgeting, forecasting, and financial analysis -- Pt. 4, Implementation and control. Marketing plan implementation. Control and monitoring of the strategic marketing plan.
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