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Applied Strategic Marketing

A Step by Step Approach

Karel Jan Alsem (Hanze University of Applied Sciences, Netherlands)



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05 March 2019
This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.

With a broad range of international case studies that bring the theory to life, this well-renowned and updated translation is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process.
By:   Karel Jan Alsem (Hanze University of Applied Sciences Netherlands)
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 246mm,  Width: 174mm, 
Weight:   1.052kg
ISBN:   9781138332089
ISBN 10:   1138332089
Pages:   424
Publication Date:   05 March 2019
Audience:   College/higher education ,  Further / Higher Education ,  A / AS level
Format:   Paperback
Publisher's Status:   Active

Karel Jan Alsem is Professor of Marketing at the Hanze University of Applied Sciences in Groningen, The Netherlands. In addition, he is Assistant Professor of Marketing at the Faculty of Economics and Business at the University of Groningen, The Netherlands. He is also a consultant in branding and health care marketing. His main research interests concern strategic brand management, marketing communications, and marketing planning. Alongside a number of books, he has published papers in journals such as the International Journal of Research in Marketing, Applied Economics, and the Journal of Market Focused Management.

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