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Strategic Marketing Decisions In Global Markets By Isobel Doole (Sheffield Hallam University)

Strategic Marketing Decisions In Global Markets

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The focus of this text is on strategic marketing decision making in a global context.

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Strategic Marketing Decisions In Global Markets Summary


Strategic Marketing Decisions In Global Markets by Isobel Doole (Sheffield Hallam University)

This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment. Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.

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PART 1: BUILDING THE CAPABILITY TO MAKE EFFECTIVE STRATEGIC MARKETING DECISIONS 1. The challenge to strategic marketing decision makers 2. Building a learning capability for effective strategic decision making 3. The dynamic marketing environment 4. Financial appraisal for strategic marketing decisions 5. Redefining the strategic marketing direction 6. Building a presence in the global market PART 2: REORIENTING AND REFORMULATING THE MARKETING OFFER FOR STAKEHOLDER SATISFACTION 7. Achieving fast growth through innovation 8. Adding value through leveraging tangible and intangible assets 9. Refocusing the portfolio to exploit new market opportunities 10. Integrating communications to build relationships 11. Adding stakeholder value through the extended organisation 12. Issues in measuring marketing performance and stakeholders

About Isobel Doole (Sheffield Hallam University)


Isobel Doole Emeritus Professor of International Marketing at Sheffield Hallam University, UK and previously Dean of Sheffield Business School, Sheffield Hallam University, UK. . Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East.

Table of Contents


1. The Challenge to Strategic Marketing Decision Makers 2. Building a Learning Capability for Effective Strategic Decision Making 3. The Dynamic Marketing Environment 4. Financial Appraisal for Strategic Marketing Decisions 5. Redefining the Strategic Marketing Direction 6. Building a Presence in the Global Market 7. Achieving Fast Growth Through Innovation 8. Adding Value Through Leveraging Tangible and Intangible Assets 9. Refocusing the Portfolio to Exploit New Market Opportunities 10. Integrating Communications to Build Relationships 11. Adding Stakeholder Value Through the Extended Organisation 12. Issues in Measuring Marketing Performance and Stakeholder Value

Additional information

GOR001229262
Strategic Marketing Decisions In Global Markets by Isobel Doole (Sheffield Hallam University)
Isobel Doole (Sheffield Hallam University)
Used - Very Good
Paperback
Cengage Learning EMEA
2004-09-02
342
184480142X
9781844801428
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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