TY  - BOOK
AU  - Randazzo,Gary W.
TI  - Developing successful marketing strategies
T2  - Marketing strategy collection,
AV  - HF5415.13 .R253 2014
U1  - 658.8 23
PY  - 2014///
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Marketing
KW  - Management
KW  - workforce
KW  - tactics
KW  - strategy
KW  - situation analysis
KW  - promotion
KW  - product
KW  - price
KW  - vision
KW  - place
KW  - objective
KW  - organizational structure
KW  - new product development
KW  - mission
KW  - execution management
KW  - customer categories
KW  - cross functional teams
KW  - consumer adoption drivers
KW  - cash requirements
KW  - advertising frequency
N1  - Part of: 2014 digital library; Includes bibliographical references (page [143]) and index; 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; Access restricted to authorized users and institutions; Also available in print
N2  - 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
UR  - http://site.ebrary.com/lib/daystar/Doc?id=10873418
ER  -