Strategic Marketing Planning, Implementation, and Control af Barton A. Weitz (Bog)

Strategic Marketing: Planning, Implementation, and Control
Forsideomslag
Barton A. Weitz, Robin Wensley
Kent Publishing Company, 1984 - 500 sider

Emneord:
achieve advertising allocation alternatives analysis approach blenders Boston Consulting Group brand business unit capital CAPM cash cows cash flow changes Channel company's competitive position competitors concept Contribution Margin corporate costs criteria Crown Cork defined definition diversified division effective environment evaluation example experience curve experience curve effect factors FIGURE firms forecast goals Harvard Business Review harvesting harvesting decision identify important industry innovation investment major managerial manufacturing market segments market share marketing audit marketing manager marketing plan marketing strategy matrix ment ness objectives opportunities organization organizational overall percent performance PIMS Policy potential problems product life cycle product line product portfolio product-market profitability relative sector Segment Income situation specific strategic decisions strategic marketing strategic planning strengths and weaknesses success tion tive top management variables variance