Marketing fundamentals of strategic planning. Theory, methodology, practice
Marketing fundamentals of strategic planning. Theory, methodology, practice
Book Description
The main idea of the book is that the development of a clear marketing strategy is currently the most affordable way to increase the intangible assets of an enterprise, requiring not large-scale investments, but the systematization of knowledge about the market and the introduction of a strategic management system at the enterprise. Marketing is considered as an ideological, informational, organizational and methodological basis for strategic planning. Numerous examples of building marketing systems and strategies for Russian enterprises are presented. Many methodological materials are published for the first time. The book is addressed primarily to managers of enterprises seeking to improve the market orientation of their business, practicing marketers, as well as students and teachers of economic universities.
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