This book, originally published in Dutch, 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 identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing 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 and updated translation 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.
Table of Contents
Part 1 Introduction and marketing planning
1. The essence of marketing
2. The strategic marketing planning process
Part 2 Situation analysis
3. Mission, value strategies, and market definition
4. Internal analysis
5. Customer analysis
6. Industry analysis
7. Competitor analysis
8. Analysis of distribution and suppliers
9. SWOT analysis
Part 3 Corporate decisions and marketing decisions
10. Corporate objectives and strategies
11. Marketing objectives and marketing strategies
Part 4 Implementation
12. Product, price, place
13. Marketing communication
14. Organization and implementation of marketing
Karel Jan Alsem is Professor of Marketing at the Hanze University of Applied Sciences in Groningen, The Netherlands. In addition, he is Assistant Professor of Marketing at the Faculty of Economics and Business at the University of Groningen, The Netherlands. He is also a consultant in branding and health care marketing. His main research interests concern strategic brand management, marketing communications, and marketing planning. Alongside a number of books, he has published papers in journals such as the International Journal of Research in Marketing, Applied Economics, and the Journal of Market Focused Management.