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2009•Oxford University Press eBooksRequires access

Strategic marketing : theory and applications for competitive advantage

Peet Venter, Mari Jansen van Rensburg

Open publisher page 26 citations

Abstract

INTRODUCTION 1. The nature of strategic marketing SECTION 1 MARKET OPPORTUNITY ANALYSIS 2. The Southern African strategic marketing environment 3. Identifying market opportunities 4. Developing marketing opportunities SECTION 2 STRATEGIC MARKETING PROCESS 5. Identifying and targeting attractive market segments 6. Marketing strategies in the life cycle 7. Branding and positioning SECTION 3 MARKETING STRATEGY IMPLEMENTATION 8. The marketing plan 9. Implementation of marketing strategies SECTION 4 CONTEMPORARY ISSUES IN MARKETING 10. Marketing metrics 11. Current issues in marketing

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INTRODUCTION 1. The nature of strategic marketing SECTION 1 MARKET OPPORTUNITY ANALYSIS 2. The Southern African strategic marketing environment 3. Identifying market opportunities 4. Developing marketing opportunities SECTION 2 STRATEGIC MARKETING PROCESS 5. Identifying and targeting attractive market segments 6. Marketing strategies in the life cycle 7. Branding and positioning SECTION 3 MARKETING STRATEGY IMPLEMENTATION 8. The marketing plan 9. Implementation of marketing strategies SECTION 4 CONTEMPORARY ISSUES IN MARKETING 10. Marketing metrics 11. Current issues in marketing

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OpenAlex reports 26 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

INTRODUCTION 1. The nature of strategic marketing SECTION 1 MARKET OPPORTUNITY ANALYSIS 2. The Southern African strategic marketing environment 3. Identifying market opportunities 4. Developing marketing opportunities SECTION 2 STRATEGIC MARKETING PROCESS 5. Identifying and targeting attractive market segments 6. Marketing strategies in the life cycle 7. Branding and positioning SECTION 3 MARKETING STRATEGY IMPLEMENTATION 8. The marketing plan 9. Implementation of marketing strategies SECTION 4 CONTEMPORARY ISSUES IN MARKETING 10. Marketing metrics 11. Current issues in marketing

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

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