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Analysis for strategic marketing/ by Vithala R. Rao and Joel H. Steckel.

By: Contributor(s): Material type: TextTextPublication details: --U.S.A: Addison-Wesley, c1998.Description: xiii,514p. ill. 23 cmISBN:
  • 0-321-00198-2
DDC classification:
  • BCir. 658.8 R53a 1998
Contents:
Chapter 1. The role of analysis in strategy formulation --2. Segmenting markets: who are the potential buyers? --3. Identifying unmet needs: what do the customers want? --4. Identifying competitors: whom will we complete against? --5. Understanding and forecasting the external environment: demographic, social, economics, and political factors --6. Understanding and forecasting the market environment: technological factors and forecasting --7. Analyzing competitive advantage: how to compete? 8. Resource allocation methods --9. Actual case examples: analyses in action.
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Chapter 1. The role of analysis in strategy formulation --2. Segmenting markets: who are the potential buyers? --3. Identifying unmet needs: what do the customers want? --4. Identifying competitors: whom will we complete against? --5. Understanding and forecasting the external environment: demographic, social, economics, and political factors --6. Understanding and forecasting the market environment: technological factors and forecasting --7. Analyzing competitive advantage: how to compete? 8. Resource allocation methods --9. Actual case examples: analyses in action.

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