Marketing Planning and Strategy

Marketing Planning and Strategy

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Marketing Planning and Strategy is designed for courses at the junior/senior-level in marketing strategy, business unit strategy analysis, strategic market planning, marketing planning, strategic marketing management and advanced marketing. It focuses on building the strategic skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and how they implement strategy. This text focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management.CASE 1 8 he 2004 year ended for the Saturn division of General Z Motors (GM) with sales down again for the third straight year. and it ... of which was the need to retire its L model sedan after customers rejected it for its stronger competitors, Toyota Camry and Honda Accord. ... The ION Coupe and Sedan had only been released a year earlier; however, the quality of these car was so poor that Saturn was forced to ... Looking ahead to 2005. the company will oflfer some new models.

Title:Marketing Planning and Strategy
Author:Subhash C. Jain, George T. Haley
Publisher:Custom Pub - 2009


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