Author | Drummond, Graeme |
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Title | Strategic marketing : planning and control / Graeme Drummond, John Ensor |
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Imprint |
Oxford : Butterworth-Heinemann, c2001 |
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Edition |
2nd ed |
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Descript |
xiv, 304 p |
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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
SUBJECT
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Marketing -- Management
LOCATION | CALL# | STATUS |
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Sasin Library | 658.84 D795S 2001 |
CHECK SHELVES
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