Strategic Marketing Management: Planning, Implementation and Control (Marketing Series: Student)

Pearson, David J., Gilligan, Colin, Wilson, R.M.S.

ISBN 10: 0750603291 / ISBN 13: 9780750603294

Editore: Butterworth-Heinemann Ltd, 1992

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Dati bibliografici

• Titolo: Strategic Marketing Management: Planning, Implementation and Control (Marketing Series: Student)
• Editore: Butterworth-Heinemann Ltd
• Data di pubblicazione: 1992
• Lingua: Inglese
• ISBN 10: 0750603291
• ISBN 13: 9780750603294
• Rilegatura: Paperback
• Condizione: Very Good

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Riassunto

This text has been designed specifically to meet the requirements of the Institute of Marketing's Planning and Control Syllabus. It should also be useful to a variety of other students at Diploma (BTEC) and undergraduate level (eg, BA Business Studies) seeking a detailed treatment of the nature of marketing planning and control. The book's 18 chapters have been structured in such a way that the student is taken through the five major areas of strategic marketing planning and control: where are we now (strategic and marketing analysis)?; where do we want to go (strategic direction and strategy formulation)?; how might we get there (strategic choice)?; which way is best (strategic evaluation)?; and how can we ensure arrival (strategic implementation and control)? The book refers to recent research findings and to good practice.