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The strategic role of marketing : understanding why marketing should be central to your business strategy

Author: Adrian Davies
Publisher: London ; New York : McGraw-Hill Book Co., ©1995.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Despite the hype about quality, marketing and business re-engineering in recent years, most companies are not customer-focused. This book is designed to help senior executives and decision-makers  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Adrian Davies
ISBN: 0077078543 9780077078546
OCLC Number: 32130793
Description: ix, 205 pages : illustrations ; 24 cm
Contents: The marketing environment; the strategic context; strategy formulation; strategic planning; the marketing concept and the marketing process; organizing for strategic marketing; marketing planning; marketing implementation, practice and controls part 1; marketing implementation, practice and controls part 2; marketing audit and corporate self-renewal; stategic marketing beyond the second millennium; appendix 1 - mission statements; appendix 2 - strategic planning techniques and their practical application.
Responsibility: Adrian Davies.

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