TY  - BOOK
AU  - Tiffany, Jenna
TI  - Marketing strategy: : overcome pitfalls and create effective marketing
SN  - 9781789667417
U1  - 658.83 
PY  - 2021///
CY  - London
PB  - Kogan Page Ltd.
KW  - Marketing research
KW  - Marketing research--Methodology
KW  - Social sciences--Research--Methodology
KW  - Social sciences
N1  - Table of content
Chapter - 00: Introduction;Chapter - 01: What is strategy?;Chapter - 02: Scenario - Establishing the current situation;Chapter - 03: Targets - Setting objectives;Chapter - 04: Reach - Researching your customers;Chapter - 05: Awareness - Planning your marketing campaign;Chapter - 06: Tactics - Selecting the right channels;Chapter - 07: Execution - Implementing your marketing strategy;Chapter - 08: Generate - Tracking the results;Chapter - 09: Yield - Analysing your strategy’s success;Chapter - 10: Common pitfalls in marketing strategy;Chapter - 11: Glossary;Chapter - 12: Further resources
N2  - Create an effective marketing strategy for your business with Marketing Strategy, which offers a clear, easy-to-follow overview of why strategy is important, how to create it, how to implement it, and - crucially - how to measure its success. Packed with global examples and case studies, the book opens by discussing the role strategy plays in any organization's long-term vision. It also discusses the key models and frameworks that can be used to analyze the marketing environment, and offers information on segmentation, targeting and positioning. Importantly, it will outline some of the key challenges likely to crop up, and gives pre-emptive tools for avoiding them.

Marketing Strategy is highly practical in approach. Chapters are supported by short tasks to complete throughout, to cement the reader's understanding of the concepts discussed. Put together, these tasks create an easy to follow, step-by-step framework for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business. Marketing Strategy also includes input from leading marketing strategists including Mark Ritson and organizations such as Mailchimp, the CIM and DMA
ER  -