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THE DEFINITIVE M ARKETING GUIDE FOR THE 21st CENTURY
Everything You Need to Plan Your Strategy and Achieve Your Goals
From Fortune 500 consultant Robert J. Hamper--the man who wrote the book on strategic marketing--comes a powerful new blueprint for growth in today's economy. Combining time-tested marketing tools with the latest global trends, this ready-to-use book guides you through every step of the strategy process.
Packed with essential charts, forms, and fill-in questionnaires, it's the perfect planner for you and your organization--no matter how big or small. Each chapter allows you to adapt the proven principles of stragetic marketing to your company's specific needs, including a running case study so you can follow the process in action. Now more than ever, strategic marketing is the one business tool you need to succeed.
LEARN HOW TO
DEFINE your vision • TARGET your audience • EVALUATE your operations • PLAN your strategy • ACHIEVE your goals
Based on a long-term study of proven integrated marketing plans, this step-by-step book from Fortune 500 consultant Robert J. Hamper is truly The Ultimate Guide to Strategic Marketing. Written specifically for business leaders looking for long-term strategies in a constantly evolving economy, it's the one marketing guide that lets you develop a plan that's simple, clear, practical, flexible, and workable--for you and your company. The book's interactive format makes it easy for you to:
- Engineer the planning process from conception to reality
- Conduct your own audits, self-assessments, SWOT analyses, and EA analyses
- Develop key market objectives--and make them happen
- Implement, monitor, and adjust your plan for the real world
- Solidify your strategy for longterm success
Using the book's fill-in questionnaires and forms, you'll be able to adapt the greatest marketing tools of our time to your company's specific needs―step-by-step. Part I walks you through the entire planning process. Part II helps you evaluate the internal and external environment of your company, taking stock of resources and assessing strengths and weaknesses. Part III shows you how to develop a plan by identifying your marketing objectives and goals. Finally, Part IV gives you the tools to implement your plan using integrated computer models and other tracking techniques. Running case studies and countless examples will show you how to navigate a variety of scenarios. You'll also find helpful advice on global marketing, e-commerce, and other business tools such as product positioning, strategic gap, and strategic portfolio analysis.
It's all here--everything you need to target your audience, market your product, and plan your future success--in The Ultimate Guide to Strategic Marketing.
- Sales Rank: #2492572 in Books
- Brand: Brand: McGraw-Hill
- Published on: 2013-09-04
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.30" w x 7.50" l, 1.70 pounds
- Binding: Hardcover
- 320 pages
- Used Book in Good Condition
About the Author
ROBERT J. HAMPER is president of Robert J. Hamper & Associates, which specializes in strategic planning, and has consulted for over 18 years with Fortune 500 midsized corporations. Previously, Robert worked at AT&T and Bell Laboratories in various aspects of marketing and strategic planning. He has been a full-time and adjunct professor in the Graduate School of Business at Dominican University and Loyola University of Chicago.
Most helpful customer reviews
0 of 0 people found the following review helpful.
The thorough treatment right up to implementation strategies speaks to the completeness of this work.
By Reg Nordman
The author really knows this stuff. It is truly "real world methods for developing successful long-term marketing plans". This type of analysis is rarely found among the fast growth companies that we work with. Part of our efforts is to introduce the type of thinking found in this book. So although the focus of the book is to Fortune 500, make no mistake that any product company wishing to succeed needs to learn how to do this type of strategic market planning. The case study at the end of each chapter is very valuable. The thorough treatment right up to implementation strategies speaks to the completeness of this work. Yet the book remains quite readable. Too bad RIM never looked at the world this way.
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