TY  - BOOK
AU  - Healy,Genevieve
TI  - Strategic marketing analysis
SN  - 9780170136068 (pbk.) :
U1  - 658.8 22
PY  - 2007///
CY  - Southbank, Vic.
PB  - Thomson Learning
KW  - Marketing
KW  - Management
N1  - Previous ed.: 2004; 1; The strategic planning process --; 2; SWOT (or TOWS) analysis --; 3; Portfolio models --; 4; The strategic planning gap and growth strategies --; 5; Five forces (industry structure) model --; 6; Competitive generic strategies --; 7; Value through brand equity and value adding --; 8; Competitive market positions and related strategies --; 9; Strategic alliances and networks --; 10; Marketing program evaluation --; Appendix 1; Integrating case study: The ABC Cheese Factory --; Appendix 2; Additional case studies --; Appendix 3; Sample marketing plans --; Appendix 4; Competitive cost efficiencies
N2  - This text provides an in-depth understanding of a variety of strategic planning tools and models that a marketing planner can use as a basis for identifying possibilities and choosing options. While it assumes a good understanding of the basic marketing principles and practices, it remains accessible to students exposed to high-level management practices for the first time. Maintaining the current style and framework, there are no substantial changes to theory in this second edition, but examples and case material has been updated, including expansion from 1 to 4 cases and respond to reviewer comments. Also included will be 2 sample marketing plans
ER  -