This advanced text and case book on "strategic market planning" (or "business planning" as it is often called) presents important new conceptual ideas that deal with contemporary management problems. It recognizes a distinct trend in business practice: the integration of marketing planning into the strategic planning process. This trend has been accompanied by the evolution of new concepts and analytical techniques presented in detail in this book - techniques which facilitate market analysis and the development of strategic plans. The text and cases represent, to our knowledge, the first published educational material that responds to these developments.
Three major parts to this book correspond to the three legs on which we believe a successful and comprehensive education in planning should rest: analytical prerequisites for planning, including ways to analyze customers, competitors, environmental trends, market characteristics, company capabilities, and cost dynamics (in particular scale and experience effects): formal strategic planning methods including portfolio analysis, market attractiveness-business assessment, and the PIMS (Profit Impact Of Market Strategy) program; and creative and managerial aspects of planning, includes ways to creatively define and segment the business, the human side of planning, and ways to actually implement planning and prepare a strategic market plan.
This book is suitable for courses at the advanced undergraduate, graduate, and executive educational levels as well as for on-the-job use by practicing managers and staff personnel such as planners. In writing for these diverse audiences we have added features for each which we hope enhance the usefulness of this book for all. To the undergraduate we have provided ease of understanding and step-by-step approach; to the graduate, clarity, rigor, and advanced concepts; and to the executive a book which is practical, minimizes the use of academic jargon and is as self-contained as a book on an advanced subject can be.
Product Details
CONDITION : USED : GOOD, Ex-library, With usual stamps and markings, In fair condition, suitable as a study copy
Paperback, Import
Format : Softcover
Publisher: Prentice-Hall International Editions
Language: English
ISBN-0-13-8510490
Used Price: MYR20.00
Courier Charge : MYR10.00 (Peninsular of Malaysia) MYR14.50 (Sabah/Sarawak)
Courier Charge : MYR10.00 (Peninsular of Malaysia) MYR14.50 (Sabah/Sarawak)
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