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Strategic Marketing

Strategic Marketing

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Strategic Marketing
Strategic Marketing

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Published by: sharikezyboy on Apr 03, 2013
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Business ManagementStudy Manuals
 Advanced Diploma inBusiness Management
STRATEGIC MARKETINGMANAGEMENT
The Association of Business Executives
5th Floor, CI Tower 
St Georges Square
High Street
New MaldenSurrey KT3 4TE
United KingdomTel: + 44(0)20 8329 2930
Fax: + 44(0)20 8329 2945E-mail: info@abeuk.com
www.abeuk.com
 
 © 
Copyright, 2008The Association of Business Executives (ABE) and RRC Business Training
All rights reserved
No part of this publication may be reproduced, stored in a retrieval system, or transmitted inany form, or by any means, electronic, electrostatic, mechanical, photocopied or otherwise,without the express permission in writing from The Association of Business Executives.
 
Advanced
Diploma in Business Management
STRATEGIC MARKETING MANAGEMENT
Contents
Unit Title Page
1 Planning and Strategy 1
Introduction 2The Planning Process 2Developing Plans 6Strategic Planning 19
2 The Marketing Function, Objectives and Strategy 29
Introduction 30Marketing and Markets 30Basic Concepts of Marketing 34Marketing Objectives 38Marketing Strategy 46
3 Marketing and Strategic Choice 53
Introduction 55Organisational Stance and Positioning 56 Ansoff's Four Strategic Options 61Porter's Generic Strategy Model 64Profit Impact on Market Strategy (PIMS) 66Boston Consultancy Group Matrix (BCG) 67General Electric Business Screen (GE) 72Other Portfolio Models 75The Role of Marketing Models 77Strategic Choice 78Implementation of Strategies 86
4 Analysing the Marketing Environment 93
Introduction 94Situational Analysis 94SWOT Profile 100The Internal Environment 102The External Environment 107
5 Marketing Information 123
Introduction 124Managing The Information Flow 124Marketing Research 130

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