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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| 格式: | 图书 |
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Oxford ; Boston :
Butterworth-Heinemann,
2001.
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| 版: | 2nd ed. |
| 主题: | |
| 在线阅读: | http://www.loc.gov/catdir/description/els031/2001277038.html http://www.loc.gov/catdir/toc/els031/2001277038.html |
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书本目录:
- 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.