Strategic marketing : planning and control / Graeme Drummond and John Ensor.

By:

Drummond, Graeme

Contributor(s):

Ensor, John

Material type: Text

TextPublication details: Oxford ; Boston : Butterworth-Heinemann, c2001.Edition: 2nd edDescription: xiv, 304 p. : ill. ; 25 cmISBN:

0750652365

Subject(s):

DDC classification:

658.8 DRU

Contents:

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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Book	Mzumbe University Main Campus Library	658.8 DRU (Browse shelf(Opens below))	1	Available	0056457
Book	Mzumbe University Main Campus Library	658.8 DRU (Browse shelf(Opens below))	2	Available	0057078
Book	Mzumbe University Main Campus Library	658.8 DRU (Browse shelf(Opens below))	3	Available	0057077

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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

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