Strategic Marketing Decisions In Global Markets

Isobel Doole · Robin Lowe

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Marketing and Advertising Strategies Business Strategies and Innovation Competitive and Knowledge Intelligence

Abstract

1. The Challenge to Strategic Marketing Decision Makers 2. Building a Learning Capability for Effective Strategic Decision Making 3. The Dynamic Marketing Environment 4. Financial Appraisal for Strategic Marketing Decisions 5. Redefining the Strategic Marketing Direction 6. Building a Presence in the Global Market 7. Achieving Fast Growth Through Innovation 8. Adding Value Through Leveraging Tangible and Intangible Assets 9. Refocusing the Portfolio to Exploit New Market Opportunities 10. Integrating Communications to Build Relationships 11. Adding Stakeholder Value Through the Extended Organisation 12. Issues in Measuring Marketing Performance and Stakeholder Value

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