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A company’s future hinges on its ability to develop successful market offerings that create superior value for target customers, the company, and its collaborators. Market success is rarely an accident; it is typically a result of diligent market analysis, planning, and management. To succeed in the market, a company must have a viable business model and an action plan to make this model a reality. The key aspects of the process of marketing planning and management and the G-STIC framework for developing an action plan are the focus of this note. The discussion of marketing planning and management is complemented by an in-depth overview of three additional topics: developing a marketing plan, conducting a marketing audit, and the key project-management frameworks. This note is an excerpt (Chapter 3) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Additional Information:
| Title | : Marketing Planning and Management |
| Author | : Alexander Chernev |
| Item ID | : PtuSDwAAQBAJ |
| Publisher | : Cerebellum Press |
| Type | : BOOK |
| Format File | : PDF & EPUB |
| Android/iOS | : Install “Google Play Books” |
| Page Count | : |
| Category | : Business & Economics |
| Published Date | : |
| Language | : en |
| Isbn 10 | : |
| Isbn 13 | : |
| Sale Info | : FOR_SALE |
| Price | : 3.1 EUR |
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