Strategic marketing : planning and control.
Material type: TextPublication details: Amsterdam ; London : Butterworth-Heinemann, 2008.Edition: 3rd ed. / Graeme Drummond, John Ensor, Ruth AshfordDescription: 332 p. : ill. ; 25 cmISBN:- 9780750682718 (pbk.) :
- 9780750682718 (pbk.) :
- 658.802 DRU
- HF5415.135 .D78 2008
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 | 00212924 |
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.
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.