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" Strategic marketing : "


Document Type : BL
Record Number : 946743
Doc. No : b701113
Main Entry : Drummond, Graeme.
Title & Author : Strategic marketing : : planning and control /\ Graeme Drummond, John Ensor.
Edition Statement : 2nd ed.
Publication Statement : Oxford ;Boston :: Butterworth-Heinemann,, 2001.
Page. NO : xiv, 304 pages :: illustrations ;; 25 cm
ISBN : 0750652365
: : 9780750652360
Notes : Published in association with The Chartered Institute of Marketing.
Contents : 1. The strategic perspective -- Pt. 1. Strategic analysis. 2. External analysis. 3. Competitive intelligence. 4. Segmentation. 5. Internal analysis. 6. Developing a future orientation -- Pt. 2. Formulation of strategy. 7. Strategic intent. 8. Strategy formulation. 9. Targeting, positioning and brand strategy. 10. Product development and innovation. 11. Alliances and relationships. 12. The strategic marketing plan -- Pt. 3. Strategic implementation. 13. Strategic implementation. 14. Control. 15. Mini cases
Abstract : This text cuts through the complexity and jargon surrounding the subject and provides readers with a clear and concise guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions.
Subject : Marketing-- Decision making.
Subject : Marketing-- Management.
Subject : Marketing-- Planning.
Subject : Marketing
Subject : Marketing-- Decision making.
Subject : Marketing-- Management.
Subject : Marketing-- Planning.
Subject : Strategisches Management
Subject : Marketing.
Subject : Strategische planning.
Dewey Classification : ‭658.802‬
: ‭658.84‬
LC Classification : ‭HF5415.135‬‭.D78 2001‬
NLM classification : ‭85.40‬bcl
: ‭QP 600‬rvk
Added Entry : Ensor, John.
Added Entry : Chartered Institute of Marketing.
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