Healy, Genevieve, 1955-.
Strategic marketing analysis / Gevevieve healy. - 2nd ed. - Australia : Thomson, c2008. - xiv, 246 p. : ill. ; 26 cm.
Includes bibliographical references and index.
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 - Appenidx 3: Sample marketing plans - Appendix 4: Competitive cost efficiencies - Index.
9780170136068 (pbk.)
Marketing--Management--Textbooks.
658.8 / HEA
Strategic marketing analysis / Gevevieve healy. - 2nd ed. - Australia : Thomson, c2008. - xiv, 246 p. : ill. ; 26 cm.
Includes bibliographical references and index.
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 - Appenidx 3: Sample marketing plans - Appendix 4: Competitive cost efficiencies - Index.
9780170136068 (pbk.)
Marketing--Management--Textbooks.
658.8 / HEA