Office of Academic Resources
Chulalongkorn University
Chulalongkorn University

Home / Help

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


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

Chula Business School Library658.802 D795S 2008CHECK SHELVES
Sasin Library658.802 D795S 2008CHECK SHELVES

Chulalinet's Book Delivery Request


Office of Academic Resources, Chulalongkorn University, Phayathai Rd. Pathumwan Bangkok 10330 Thailand

Contact Us

Tel. 0-2218-2929,
0-2218-2927 (Library Service)
0-2218-2903 (Administrative Division)
Fax. 0-2215-3617, 0-2218-2907

Social Network


facebook   instragram