Penulis : David W Cravens
Penerbit : Toppan
Cetakan : 1987
Tebal : 679 Halaman
Daftar Isi :
I. Corporate and Businee Unit Startegy
1. Strategic Marketing
2. Corporate Strategic Planning
3. Business Unit Analysis and Strategy
4. Financial Analysis
II. Marketing Situation Analysis
5. Defining and Analyzing Markets
6. Analyzing Consumer and Organizational Buyers
7. Analyzing the Strategic Situation and Competition
III. Marketing Startegy Development
8. Market Target Strategy
9. Marketing Program Positioning Strategy
IV. Strategic Marketing Programming
10. Product Strategy
11. New Product Planning
12. Distribution Strategy
13. Price Strategy
14. Promotion and Advertising Strategies
15. Selling and Sales Promotion Strategies
V. Strategic Marketing in Action
16. The Strategic Marketing Plan
17. Moving from Plans to Implementation
18. Strategic Evaluation and Control