3rd Edition
Strategic Marketing Planning and Control Plannning and Control
348 Pages
by
Routledge
352 Pages
by
Routledge
Also available as eBook on:
The completely revised and updated 3rd edition of the hugely successful Strategic Marketing: planning and control continues to provide a concise yet comprehensive synthesis of the key strategic marketing concepts. The text cuts through the complexity and jargon surrounding the subject and is tightly written to accommodate the reading time pressures on students. A clear, comprehensive and... Read more
Preface; Chapter 1: The Strategic Perspective; Part 1 - Strategic Analysis; Chapter 2: External Analysis; Chapter 3: Competitive intelligence; Chapter 4: Segmentation; Chapter 5: Internal Analysis; Chapter 6: Developing a Future Orientation; Part 2 - Formulation of Strategy; Chapter 7: Strategic Intent; Chapter 8: Strategy Formulation; Chapter 9: Targeting, Positioning and Brand Strategy; Chapter 10: Product Development and Innovation; Chapter 11: Customer Relationship Management; Chapter 12: Alliances and Relationships; Chapter 13: The Strategic Marketing Plan; Chapter 14: Business Ethics and Strategy; Part 3 - Strategic Implementation; Chapter 15: Strategic Implementation; Chapter 16: Control; Part 4 - Problem-based Learning For Strategic Marketing; Chapter 17: Problem-based-learning; Chapter 18: Mini cases; Index
Biography
Graeme Drummond, John Ensor, Ruth Ashford
