Bog, 4. edition, 2019
Bog, 3. edition, 2015
Bog, 2. edition, 2010
Identification of the firm's core competences. Development of the firm's competitive advantage. Customer behaviour. Competitor analysis and intelligence. Analysing relationships in the value chain. SWOT analysis, strategic marketing planning, and portfolio analysis. Segmentation, targeting, positioning, and competitive strategies. CSR strategy and the sustainable global value chain. Establishing, developing, and managing buyer-seller relationships. Product and service decisions. Pricing decisions. Distribution decisions. Communication decisions. Organising and implementing the marketing plan. Budgeting and controlling
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