Strategic Marketing: Cases and Concepts

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9780004990378: Strategic Marketing: Cases and Concepts

This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a 'strategic mindset' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become 'insiders' rather than observers. Cases are supported by sections on relevant theory and specific learning notes. Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes. Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels.

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John (Cheltenham and Glouceste Atkinson
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Atkinson, John Wilson, Ian
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John (Cheltenham and Glouceste Atkinson
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John (Cheltenham and Gloucester College) Atkinson
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Book Description Pearson Education Limited, United Kingdom, 1996. Paperback. Book Condition: New. 234 x 157 mm. Language: English . Brand New Book. This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a strategic mindset towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become insiders rather than observers. Cases are supported by sections on relevant theory and specific learning notes. Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes. Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels. Bookseller Inventory # AAZ9780004990378

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John (Cheltenham and Gloucester College) Atkinson
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Book Description Pearson Education Limited, United Kingdom, 1996. Paperback. Book Condition: New. 234 x 157 mm. Language: English . Brand New Book. This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a strategic mindset towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become insiders rather than observers. Cases are supported by sections on relevant theory and specific learning notes. Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes. Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels. Bookseller Inventory # AAZ9780004990378

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Atkinson, John (Cheltenham and Glouceste
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Book Description Longman Higher Education Division (a Pearson, 1996. Book Condition: New. This book is designed to help the reader to gain a practical understanding of the strategic marketing process. Through various international cases, the text shows how strategic marketing concepts can be applied to real-life situations, and how marketing solutions are found in different business sectors and environments Num Pages: 296 pages, illustrations. BIC Classification: KJC; KJS. Category: (P) Professional & Vocational. Dimension: 235 x 159 x 19. Weight in Grams: 454. . 1996. Paperback. . . . . . Bookseller Inventory # V9780004990378

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John Atkinson, Ian Graham Wilson
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Book Description Pearson Education Limited. Paperback. Book Condition: new. BRAND NEW, Strategic Marketing: Cases, Concepts and Challenges, John Atkinson, Ian Graham Wilson, This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a 'strategic mindset' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become 'insiders' rather than observers. Cases are supported by sections on relevant theory and specific learning notes. Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise the urgency of the situation, whilst the reality of the fiancial data serves to constrain the submission of unrealistic marketing programmes. Strategic Marketing: Cases, Concepts and Challenges is essential reading for students and practitioners who wish to bridge strategic marketing theory and practice in the wider organisational context. The text is suitable for students of marketing and strategy at undergraduate, professional and masters levels. Bookseller Inventory # B9780004990378

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Atkinson, John (Cheltenham and Glouceste
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Book Description Longman Higher Education Division (a Pearson. Book Condition: New. This book is designed to help the reader to gain a practical understanding of the strategic marketing process. Through various international cases, the text shows how strategic marketing concepts can be applied to real-life situations, and how marketing solutions are found in different business sectors and environments Num Pages: 296 pages, illustrations. BIC Classification: KJC; KJS. Category: (P) Professional & Vocational. Dimension: 235 x 159 x 19. Weight in Grams: 454. . 1996. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780004990378

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Book Description Paperback. Book Condition: New. Not Signed; This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a 'strategic mindset' to. book. Bookseller Inventory # ria9780004990378_rkm

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