Marketing management planning implementation and control richard wilson colin gilligan

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Ngày đăng: 17/11/2016, 14:39

1 Introduction2 Marketing auditing and the analysis of capability3 Segmental, productivity and ratio analysis4 Market and environmental analysis5 Approaches to customer analysis6 Approaches to competitor analysis7 Missions and objectives8 Market segmentation, targeting and positioning9 The formulation of strategy – 1: analysing the product portfolio10 The formulation of strategy – 2: generic strategies and the significance of competitive advantage11 The formulation of strategy – 3: strategies for leaders, followers, challengers and nichers12 The strategic management of the marketing mix13 Criteria of choice14 Modelling approaches – 115 Modelling approaches – 216 Problems to overcome17 Management control – 118 Management control – 2
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