Strategic marketing : planning and control /
Drummond, Graeme.
Strategic marketing : planning and control / Graeme Drummond and John Ensor. - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, c2001. - xiv, 304 p. : ill. ; 25 cm.
Published in association with The Chartered Institute of Marketing.
Includes index
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.
eng
0750652365 TZs.28813.20
Marketing
Marketing management
Marketing planning
Marketing--Decision making
658.8 DRU
Strategic marketing : planning and control / Graeme Drummond and John Ensor. - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, c2001. - xiv, 304 p. : ill. ; 25 cm.
Published in association with The Chartered Institute of Marketing.
Includes index
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.
eng
0750652365 TZs.28813.20
Marketing
Marketing management
Marketing planning
Marketing--Decision making
658.8 DRU