MKTG3118 Textbook & Lecture Notes Comprehensive - Distinction

Description

All 12 weeks of content covered - merged the lecture and textbook notes - prevents tangents and confusion. 1. Introduction to Marketing Strategy 2. External Analysis: Customer analysis & Competitor analysis 3. Market/Submarket analysis + Environmental & Strategic analyses 4. Internal Analysis and Strategic Philosophies 5. Creating Advantage: Customer Value Leadership 6. Building and Managing Customer Relationships + Creative Valuable Customers 7. Building and Managing Brand Equity + Toward a strong Brand Relationship 8. Energising the business + Leveraging the business 9. Creating new Business 10. Global Strategies 11. Marketing Strategy at the base of the pyramid 12. Harnessing the organisation Has summaries at end of each section.