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Item Details
The item which you searched for
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| Title:
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STRATEGIC MARKETING MANAGEMENT
PLANNING, IMPLEMENTATION AND CONTROL |
| By: |
R.M.S. Wilson, Colin Gilligan, David J. Pearson |
| Format: |
Paperback |
| List price:
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£19.99 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
0750603291 |
| ISBN 13: |
9780750603294 |
| Publisher: |
ELSEVIER SCIENCE & TECHNOLOGY |
| Pub. date: |
10 February, 1992 |
| Series: |
Marketing Series: Student |
| Pages: |
720 |
| Description: |
Part of a marketing series, this volume covers the basics of strategic management, from the nature of marketing to product and new product strategies. The book is for students working towards the Chartered Institute of Marketing's certificate and diploma qualifications. |
| Synopsis: |
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. |
| Publication: |
UK |
| Imprint: |
Butterworth-Heinemann Ltd |
| Returns: |
Non-returnable |
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