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1999•Medical Entomology and ZoologyRequires access

Marketing Strategy: A Global Perspective

Vernon R. Stauble

Open publisher page 6 citations

Abstract

Part I: Introduction. Strategy-Making and the Strategic Role of the Marketing Manager. The Development of Marketing Strategy. Marketing Decision Making: Information Gathering and a Framework for Analysing. Part II: The Environmental Analysis. Environmental Analysis. Competitive Analysis. Global Environments. Part III: The Scope of Customer Analysis. The Nature of the Ultimate Consumer Market. The Nature of the Organisational Market. Global Markets. Part IV: The Marketing Mix. Product and Service Strategy. Distribution Strategy. Promotion Strategy. Pricing Strategy. Part V: Exploring Marketing Strategy and Options. Developing Marketing Strategy Options. Exploring Global Marketing Strategies. Part VI: Measuring Results of Marketing Action Plans and the Marketing Plan. Measuring Results: Evaluation and Control Process. Marketing Action Plans and the Marketing Plan. Cases.

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What this paper is about

Part I: Introduction. Strategy-Making and the Strategic Role of the Marketing Manager. The Development of Marketing Strategy. Marketing Decision Making: Information Gathering and a Framework for Analysing. Part II: The Environmental Analysis. Environmental Analysis. Competitive Analysis. Global Environments. Part III: The Scope of Customer Analysis. The Nature of the Ultimate Consumer Market. The Nature of the Organisational Market. Global Markets. Part IV: The Marketing Mix. Product and Service Strategy. Distribution Strategy. Promotion Strategy. Pricing Strategy. Part V: Exploring Marketing Strategy and Options. Developing Marketing Strategy Options. Exploring Global Marketing Strategies. Part VI: Measuring Results of Marketing Action Plans and the Marketing Plan. Measuring Results: Evaluation and Control Process. Marketing Action Plans and the Marketing Plan. Cases.

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OpenAlex reports 6 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

Part I: Introduction. Strategy-Making and the Strategic Role of the Marketing Manager. The Development of Marketing Strategy. Marketing Decision Making: Information Gathering and a Framework for Analysing. Part II: The Environmental Analysis. Environmental Analysis. Competitive Analysis. Global Environments. Part III: The Scope of Customer Analysis. The Nature of the Ultimate Consumer Market. The Nature of the Organisational Market. Global Markets. Part IV: The Marketing Mix. Product and Service Strategy. Distribution Strategy. Promotion Strategy. Pricing Strategy. Part V: Exploring Marketing Strategy and Options. Developing Marketing Strategy Options. Exploring Global Marketing Strategies. Part VI: Measuring Results of Marketing Action Plans and the Marketing Plan. Measuring Results: Evaluation and Control Process. Marketing Action Plans and the Marketing Plan. Cases.

Key concepts: Marketing strategy, Marketing management, Marketing, Return on marketing investment, Business, Marketing effectiveness, Marketing mix, Marketing research

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