Strategic marketing : planning and control / Graeme Drummond, John Ensor.

By:

Drummond, Graeme

Contributor(s):

Material type: Text

TextSeries: Marketing series (London, England). StudentPublication details: Oxford : Butterworth-Heinemann, 2001.Edition: 2nd edDescription: xiv, 304p. : ill. ; 25 cmISBN:

9780750652360 (pbk.) :
0750652365

Subject(s):

DDC classification:

658.802 DRU

LOC classification:

HF5415.135 .D78 2001

Contents:

1.The strategic perspective -- Part 1.Strategic analysis -- 2.External analysis -- 3.Competitive intelligence -- 4.Segmentation -- 5.Internal analysis -- 6.Developing a future orientation -- Part 2.Formulation of strategy -- 7.Strategic intent -- 8.Strategy formualation -- 9.Targeting, positioning and brand strategy -- 10.Product development and innovation -- 11.Alliances and relationships -- 12.The strategic marketing plan -- Part 3.Strategic implementation -- 13.Strategic implementation -- 14.Control -- 15.Mini cases.

Summary: This text cuts through the complexity and jargon surrounding the subject and provides readers with a clear and concise guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions.

Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Long Loan	TUS: Midlands, Main Library Athlone General Lending	658.802 DRU (Browse shelf(Opens below))	1	Available		201418

Previous ed.: 1999.

Published in association with the Chartered Institute of Marketing.

Includes bibliographical references and index.

This text cuts through the complexity and jargon surrounding the subject and provides readers with a clear and concise guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions.