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Strategic marketing : planning and control

Author: Graeme Drummond; John Ensor; Chartered Institute of Marketing.
Publisher: Oxford ; Boston : Butterworth-Heinemann, 2001.
Series: Marketing series (London, England)., Student.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Drummond, Graeme.
Strategic marketing.
Oxford ; Boston : Butterworth-Heinemann, 2001
(DLC) 2001277038
(OCoLC)45828301
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Graeme Drummond; John Ensor; Chartered Institute of Marketing.
ISBN: 9780080498270 0080498272
OCLC Number: 166421006
Notes: Published in association with The Chartered Institute of Marketing.
Description: 1 online resource (xiv, 304 pages) : illustrations.
Contents: Chapter 7. Strategic intentChapter 8. Strategy formulation; Chapter 9. Targeting, positioning and brand strategy; Chapter 10. Product development and innovation; Chapter 11. Alliances and relationships; Chapter 12. The strategic marketing plan; Part 3: Strategic implementation; Chapter 13. Strategic implementation; Chapter 14. Control; Chapter 15. Mini cases; Index.
Series Title: Marketing series (London, England)., Student.
Responsibility: Graeme Drummond, John Ensor.

Abstract:

Covers contemporary issues by exploring developments in marketing theory and practice. This work provides key strategic marketing concepts. It includes chapters on 'competitive intelligence',  Read more...

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"In a concise fashion, it provides useful tools and techniques for making strategic marketing decisions. ...a highly useful reference work for experienced marketing managers." Tina Rocholl - Global Read more...

 
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