Author | Drummond, Graeme |
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Title | Strategic marketing : planning and control / Graeme Drummond, John Ensor, Ruth Ashford |
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Imprint |
Amsterdam : Butterworth-Heinemann, c2008 |
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Edition |
3rd ed |
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Descript |
xiv, 332 p. : col. ill |
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CONTENT
The strategic perspective -- External analysis -- Competitive intelligence -- Segmentation -- Internal analysis -- Developing a future orientation -- Strategic intent -- Strategy formulation -- Targeting, positioning and brand strategy -- Product development and innovation -- Alliances and relationships -- The strategic marketing plan -- Strategic implementation -- Control -- Customer relationship management -- Marketing ethics and strategic marketing decision making -- Problem-based learning
SUBJECT
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Marketing -- Management
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Marketing -- Planning
LOCATION | CALL# | STATUS |
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Chula Business School Library | 658.802 D795S 2008 |
CHECK SHELVES
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Sasin Library | 658.802 D795S 2008 |
CHECK SHELVES
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