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

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.

-- 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.

eng.