July 2011
Beginner
238 pages
5h 11m
English
Figures
1.1. Four steps to successful marketing planning.
2.2. A model of customer aggregation.
2.3. Types of competitive markets.
3.1. Steps in the marketing research process.
4.1. Factors influencing consumer buying behavior.
4.3. The target marketing process.
5.1. Relationships between corporate- and marketing-level objectives and strategies.
5.2. Boston Consulting Group product portfolio matrix.
5.3. BCG product portfolio matrix example.
5.4. Product A location on the BCG matrix.
5.5. The Ansoff product-market matrix.
5.6. Setting SMART marketing objectives.