{"product_id":"strategic-marketing-planning-a-step-by-step-approach-paperback","title":"Strategic Marketing Planning: A Step-By-Step Approach - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eKarel Jan Alsem\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eThis 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. \u003ci\u003eStrategic Marketing Planning\u003c\/i\u003e equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.\u003c\/p\u003e\u003cp\u003eWith 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKarel Jan Alsem \u003c\/strong\u003eis 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 \u003cem\u003eInternational Journal of Research in Marketing, Applied Economics, \u003c\/em\u003eand the \u003cem\u003eJournal of Market Focused Management\u003c\/em\u003e.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 458\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.97 x 9.69 x 6.85 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e November 01, 2023\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":48757340078329,"sku":"9781032463834","price":110.14,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0789\/2782\/3097\/files\/oVN9x76PGI9781032463834.webp?v=1785946349","url":"https:\/\/bookscloud.io\/products\/strategic-marketing-planning-a-step-by-step-approach-paperback","provider":"BooksCloud Book Dropshipping","version":"1.0","type":"link"}