Strategic marketing

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Strategic marketing

Business Management Study Manualstxisiness growthAdvanced Diploma in Business ManagementSTRATEGIC MARKETINGMANAGEMENTThe Association of Business Execu

Strategic marketing utives5th Floor, Cl Tower • St Georges Square • High Street • New Malden Surrey KT3 4TE • United KingdomTel: + 44(0)20 8329 2930 • Fax: + 44(0)20 8329

2945E-mail: info@abeuk.com • www.abeuk.com© Copyright, 2008The Association of Business Executives (ABE) and RRC Business TrainingAll rights reservedN Strategic marketing

o part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, electrostatic, me

Strategic marketing

chanical, photocopied or otherwise, without the express permission in writing from The Association of Business Executives.Advanced Diploma in Business

Business Management Study Manualstxisiness growthAdvanced Diploma in Business ManagementSTRATEGIC MARKETINGMANAGEMENTThe Association of Business Execu

Strategic marketing ning192The Marketing Function. Objectives and strategy29Introduction30Marketing and Markets30Basic Concepts of Marketing34Marketing Objectives38Market

ing Strategy463Marketing and strategic Choice53Introduction55Organisational Stance and Positioning56Ansoffs Four Strategic Options61Porter's Generic S Strategic marketing

trategy Model64Profit Impact on Market Strategy (PIMS)66Boston Consultancy Group Matrix (BCG)67General Electric Business Screen (GE)72

Business Management Study Manualstxisiness growthAdvanced Diploma in Business ManagementSTRATEGIC MARKETINGMANAGEMENTThe Association of Business Execu