TY  - BOOK
AU  - Drummond,Graeme
AU  - Ensor,John
AU  - Ashford,Ruth
ED  - Chartered Institute of Marketing.
TI  - Strategic marketing: planning and control
SN  - 9780750682718 (pbk.) :
AV  - HF5415.135 .D78 2008
U1  - 658.802 DRU 
PY  - 2008///
CY  - Amsterdam, London
PB  - Butterworth-Heinemann
KW  - Marketing
KW  - Management
KW  - Planning
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing management
KW  - thema
KW  - Sales & marketing
N1  - Previous ed.: 2001; Published in association with the Chartered Institute of Marketing; Includes bibliographical references and index; 1.The strategic perspective -- 2.External analysis -- 3.Competitive analysis -- 4.Segmentation -- 5.Internal analysis -- 6.Developing a future orientation -- 7.Strategic intent -- 8.Strategy formulation -- 9.Targeting, positioning and brand strategy -- 10.Product development and innovation -- 11.Alliances and relationships -- 12.The strategic marketing plan -- 13.Strategic implementation -- 14.Control -- 15.Customer relationship management -- 16.Marketing ethics and strategic marketing decision making -- 17.Problem-based learning
N2  - 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
ER  -