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Strategic marketing : planning and control.

By: Contributor(s): Material type: TextTextPublication details: Amsterdam ; London : Butterworth-Heinemann, 2008.Edition: 3rd ed. / Graeme Drummond, John Ensor, Ruth AshfordDescription: 332 p. : ill. ; 25 cmISBN:
  • 9780750682718 (pbk.) :
  • 9780750682718 (pbk.) :
Subject(s): DDC classification:
  • 658.802 DRU
LOC classification:
  • HF5415.135 .D78 2008
Contents:
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.
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
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.

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