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AuthorDrummond, Graeme
TitleStrategic marketing : planning and control / Graeme Drummond, John Ensor
Imprint Oxford : Butterworth-Heinemann, c2001
Edition 2nd ed
Descript xiv, 304 p

CONTENT

The strategic perspective -- Part 1: Strategic analysis -- External analysis -- Competitive intelligence -- Segmentation -- Internal analysis -- Developing a future orientation -- Part 2: Formulation of strategy -- Strategic intent -- Strategy formulation -- Targeting, positioning and brand strategy -- Product development and innovation -- Alliances and relationships -- The strategic marketing plan -- Part 3: Strategic implementation -- Strategic implementation -- Control -- Mini cases


Marketing -- Management

LOCATIONCALL#STATUS
Sasin Library658.84 D795S 2001CHECK SHELVES

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