Strategic marketing : planning and control /
-- Easy to read - new user-friendly layout-- Tightly written to accommodate the reading time pressures on students-- Includes up-to-date case studiesApplicable for industry practitioners, this book cuts through the complexity and jargon surrounding planning and control subjects, providing readers wi...
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| Format: | Livre |
| Publié: |
Oxford ; Boston :
Butterworth-Heinemann,
2001.
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| Édition: | 2nd ed. |
| Sujets: | |
| Accès en ligne: | http://www.loc.gov/catdir/description/els031/2001277038.html http://www.loc.gov/catdir/toc/els031/2001277038.html |
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| LEADER | 00000cam a2200000 a 4500 | ||
|---|---|---|---|
| 020 | |a 9780750652360 |c TZS 31,020.6 | ||
| 040 | |a MUL |b eng. |e AACR | ||
| 082 | |a 658.84 DRU | ||
| 100 | 1 | |a Drummond, Graeme. | |
| 245 | 1 | 0 | |a Strategic marketing : |b planning and control / |c Graeme Drummond, John Ensor. |
| 250 | |a 2nd ed. | ||
| 260 | |a Oxford ; |a Boston : |b Butterworth-Heinemann, |c 2001. | ||
| 300 | |a xiv, 304 p. : |b ill. ; |c 25 cm. | ||
| 500 | |a Published in association with The Chartered Institute of Marketing. | ||
| 504 | |a Includes index. | ||
| 505 | |a The strategic perspective Part one: Strategic analysis - External analysis Competitive intelligence Segmentation Internal analysis Developing a future orientation Part two: Formulation of strategy - Strategic intent Strategy formulation Targeting, positioning and brand strategy Product development and innovation Alliances and relationships The strategic marketing plan Part three: Strategic implementation - Strategic implementation Control Mini cases. | ||
| 520 | |a -- Easy to read - new user-friendly layout-- Tightly written to accommodate the reading time pressures on students-- Includes up-to-date case studiesApplicable for industry practitioners, this book cuts through the complexity and jargon surrounding planning and control subjects, providing readers with a clear, concise guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions (analysis, formulation and implementation).The text also 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.This second edition of 'Strategic Marketing: planning and control' provides a synthesis of key strategic marketing concepts, including 2 new chapters on 'competitive intelligence', as well as new vignettes and material on branding. A comprehensive text, this book is highly exam focused with all material presented having been class tested and refined. | ||
| 546 | |a eng. | ||
| 650 | 0 | |a Marketing | |
| 650 | 0 | |a Marketing | |
| 650 | 0 | |a Marketing | |
| 700 | 1 | |a Ensor, John. | |
| 856 | 4 | 2 | |u http://www.loc.gov/catdir/description/els031/2001277038.html |
| 856 | 4 | 1 | |u http://www.loc.gov/catdir/toc/els031/2001277038.html |
| 942 | |c BK | ||
| 999 | |c 6197 |d 6197 | ||