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AuthorDrummond, Graeme
TitleStrategic marketing : planning and control / Graeme Drummond, John Ensor, Ruth Ashford
Imprint Amsterdam : Butterworth-Heinemann, c2008
Edition 3rd ed
Descript xiv, 332 p. : col. ill

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


Marketing -- Management Marketing -- Planning

LOCATIONCALL#STATUS
Chula Business School Library658.802 D795S 2008CHECK SHELVES
Sasin Library658.802 D795S 2008CHECK SHELVES

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