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GRAHAM I. JACKSON
Tel:04-8240612 and 0544-418-313 grahamj@gsb.haifa.ac.il
COURSE PLAN
1. 12.10.07
Lecture 1A: Introduction to Marketing Strategy (Slides HUMS Dalia1A)
- Strategic planning approaches
- SWOT Analysis
- PEST Analysis
- Porter’s Five-Forces Model
Reading: Kotler P. and Keller K...
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and Keller K.L. (2006), "Marketing Management", Chapter 2
Lecture 1B: Marketing Strategy Models - SPRAT (slides HUMS Dalia1B)
- The Elements of Strategy – SPRAT Analysis (Market Mapping)
Reading: Brandenburger A. M. and Nalebuff B. J., "The Right Game: Use Game Theory
to shape Strategy", Harvard Business Review, July-August 1995, pp 57-71...
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