1. The company as an integrated network -- 2. Analyzing the company's environment and market (external analysis) -- 3. Analyzing the company and its competition (internal analysis) -- 4. Establishing company objectives -- 5. Strategies to reach the objectives -- 6. Product, service, brand and...

Consolidates over 10 years of academic research and consulting activities developed by the authors. This title is suitable for students of Business Administration and practitioners seeking fresh methods to implement to increase their productivity

How to describe the company as an integrated network -- How to make a strategic marketing plan using a collaborative network approach -- How to build competitive advantage through a marketing channel plan -- How to analyze channel value capture -- How to build and review marketing and network...

Marketing literature shows that the main sequences of strategic marketing planning and control processes do not have a strong network approach, since these sequences consider the company in a more individual approach. This article presents a new sequence of steps, which was applied as a...