MARKETING STRATEGY MASTERCLASS - IMPLEMENTING MARKET STRATEGIES
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MARKETING STRATEGY MASTERCLASS - IMPLEMENTING MARKET STRATEGIES

This book does not cover the 'corporate/business strategy' content (which takes up Part 2 of the earlier title) but focuses overwhelmingly on the practical details of using a real strategy model (SCORPIO) to develop a plan. The book will be in threeparts all based on how to research, create and then activate a strategic market plan. Great emphasis is placed on the clarity of the planning model- used internationally with major companies and refined over many years. Important elements for the user of the book will be the use of: questionnaires and feedback techniques; templates that can be used to create real plans as the user works through the model; a huge range of FAQs that stimulate and support thinking based on widespread company experience. This is a real and practical masterclass for serious executives and students, to be used alongside Strategic Marketing or independently.
Editora: BUTTERWORTH-HEINEMANN
ISBN: 0750686316
ISBN13: 9780750686310
Edição: 1ª Edição - 2008
Número de Páginas: 628
Acabamento: PAPERBACK
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