Market Strategies dr hab. Marek Szczepański. Programme (1/2) 1.The role of marketing and the importance of market strategies in the enterprise 2.The concept.

Prezentacja na temat: "Market Strategies dr hab. Marek Szczepański. Programme (1/2) 1.The role of marketing and the importance of market strategies in the enterprise 2.The concept."— Zapis prezentacji:

1 Market Strategies dr hab. Marek Szczepański

2 Programme (1/2) 1.The role of marketing and the importance of market strategies in the enterprise 2.The concept of strategy 3.Product strategies – theory, case studies 4.Market strategies – pricing; theory, case studies 5.Market strategies – distribution; theory, case studies

3 Programme (2/2) 6. Market strategies - information / promotion (theory, case studies) 7. Market strategies - buyers and competition 8. Market Strategies – Management (developing a strategic market plan) 9. Tactics and implementation (theory, case studies)

4 Literature Obligatory: 1.McNamee P., Strategic marketing planning – a blueprint for success, Wiley, West Sussex, England, 2000. 2. Kotler Ph., Armstrong G., Principles of Marketing, 8th ed., Prentice Hall, Upper Salder River, 1993. 3. Bennet P.D., Marketing, McGraw Hill Book, 1988. 4. Mruk H., Pilarczyk B., Sławińska M., Marketing. Koncepcje – strategie – trendy, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2012.

5 Literature Further reading: 1.Robbins P. S., Decenzo A. D., Coulter M., Fundamentals of management. Essential concepts and aplications, Global Edition, Chapter 2: Planning, Pearson Education Ltd., Essex, 2011, p.82-147. 2. Marketing przedsiębiorstw przemysłowych, red. Mantura W., Wydawnictwo Politechniki Poznańskiej, Poznań, 2000. 3. Mazurek-Łopacińska K.: Zachowania nabywców jako podstawa strategii marketingowej, Wydaw. Akademii Ekonomicznej im. Oskara Langego we Wrocławiu, Wrocław, 1997.