This text is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which business functions today. The importance of customer orientation, integrated throughout the text, is designed to help students develop a customer-oriented market strategy applicable to managers in any sized organisation. Emphasising the SWOT approach to planning the text also includes a set of marketing plan worksheets and a marketing plan successfully employed by a number of companies. Including comprehensive cases of varying length and difficulty and accompanied by a Web site featuring further cases, a guide for analysing and preparing case studies, and links to company Web sites, this text is entirely current and relevant to today's studies. Features: * Text emphasis on the SWOT (strengths, weaknesses, opportunities, and threats) approach to planning. * A comprehensive casebook featuring cases of a variety of lengths, and difficulty. These cases highlight issues faced by companies such as Saturn, USA Today, and Ralston Purina.
* Global integration throughout the chapters and cases, as well as specific coverage in Chapter 10, highlights international marketing strategic planning issues. * Coverage of ethics and social responsibility helps to satisfy AACSB requirements for instruction in this area.
- ISBN10 0030248019
- ISBN13 9780030248016
- Publish Date 24 July 1998 (first published 1 December 1997)
- Publish Status Out of Print
- Out of Print 24 November 2004
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Format Hardcover
- Pages 448
- Language English