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Strategic Marketing Handbook

Strategic Marketing Handbook

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Published by Abhishek Mahadevan

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Published by: Abhishek Mahadevan on May 29, 2009
Copyright:Attribution Non-commercial

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09/23/2010

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StrategicMarketing
Dr. George Balabanis
 
ii
 
ContentsCourse Syllabus
………………………………………………………………….…1
Course Schedule
……………………………………………………………….…....2
Coursework 
……………………………………………… …………………………8
LECTURE NOTESSession 1.
Introduction to Marketing …………………… …………………………12
Session 2.
General Approaches to Strategy Making and Planning … ……….……15
Session 3.
Marketing Decision Making and Planning………………………………19
Session 4.
Analysing the Organisation and Competitors ……………………………24
Session 5.
Analysing Channels ……………………… ...………………………..…30
Session 6.
Analysing Consumers- Market Segmentation
.
…..…….…………………33
Session 7.
Market Research and Market Intelligence……………..…………………38
Session 8.
Targeting, Positioning, Developing and Managing Offers - ProductDifferentiation and Branding……………………… ………..………………………39READINGSTorment your customers (they'll love it).; By: Brown, Stephen., …………….…..…47Should Strategy Makers Become Dream Weavers?; By: Stopford, John.…….……..53Is Something Rotten In Segmentation?; By: Gibson
,
Lawrence ……………………58

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