Author | Drummond, Graeme |
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Title | Strategic 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
LOCATION | CALL# | STATUS |
---|---|---|
Chula Business School Library | 658.802 D795S 2008 | CHECK SHELVES |
Sasin Library | 658.802 D795S 2008 | CHECK SHELVES |
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