000			02143nam a22001937a 4500
005			20250227125359.0
008			250227b |||||||| |||| 00| 0 eng d
020			_a9781032463834
082			_a658.8 _bALS
100			_aAlsem, Karel Jan _921794
245			_aStrategic marketing planning: _ba step-by-step approach
250			_a2nd
260			_bRoutledge _aLondon _c2024
300			_axvii, 457 p.
365			_aGBP _b44.99
520			_aThis book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values. This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides. (https://www.routledge.com/Strategic-Marketing-Planning-A-Step-by-Step-Approach/Alsem/p/book/9781032463834?srsltid=AfmBOopZXVujzfxUdZAn0-fl94ftvGQ2MD5p-t24YUy_97WoVaSmFLFw)
650			_aMarketing--Management
942			_cBK _2ddc
999			_c8950 _d8950