Developing successful marketing strategies / Gary W. Randazzo.

Format:

Book

Author/Creator:

Randazzo, Gary W., author.

Series:

Marketing strategy collection. 2150-9662

2014 digital library.

Marketing strategy collection, 2150-9662

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Physical Description:

1 online resource (xv, 148 pages).

Edition:

First edition.

Place of Publication:

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.

Summary:

Uses real market examples to demonstrate the development of effective marketing strategies. The approach uses an organization's mission and vision statements to guide the development of marketing goals, strategies, and tactics. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. The book neatly weaves the process of developing a marketing strategy with the use of the marketing mix. Throughout the book examples are given to clarify the theories and guide the reader through the strategic marketing planning process. Managers and executives will use this book as a guide to grow an established business or start a new one. The book can be used as a reference book for unique marketing challenges as well.

Contents:

Part I. Situation analysis

1. Industry and market

2. Legal and technological changes

3. Defining the target market approach

4. Customer jobs to be done

5. Customer segmentation

6. Challenges faced: internal and external

Part II. Vision and mission drive strategy, then tactics

7. The vision driven strategy

8. Product

9. Promotion

10. Pricing

11. Place

Part III. Implementation

12. A process for execution management

13. Organizational structure

14. Workforce

15. Financial structure and controls

16. Putting it all together

Conclusion

References

Index.

Notes:

Part of: 2014 digital library.

Includes bibliographical references (page [143]) and index.

Title from PDF title page (viewed on May 25, 2014).

ISBN:

1-60649-961-0

OCLC:

880626603