Strategic Marketing: Planning and Control
Routledge, 2001 - Business & Economics - 304 pages
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning.
The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined.
Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.
* Newly revised to be applicable for the Advanced Certificate in Marketing (Stage 2) level of the CIM qualifications
* The material presented is easy to read in a user-friendly layout
* The final chapter has been re-written to include new and up-to-date case studies
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achieve Adapted Additionally analysis Ansoff matrix approach areas assets and competencies audit balanced scorecard behaviour brand name brand personality cent Chapter common competitive advantage competitive intelligence competitive position competitor analysis competitors consumer consumer behaviour corporate cost create criteria cycle decisions defined easyJet effective establish evaluate factors Figure focus forecasting functional future identify Illustrative Example implementation important individual individual’s industry inﬂuence innovation internal involves issues Market Management market segments market share marketing mix marketing plan marketing strategy matrix mission statement objectives operations organization organization's organizational overall performance PEST analysis potential problems product development product offering product or service profitability promotional purchase range relating relationship marketing retail scenario scenario planning sector skills social Source specific stakeholders strategic management strategic marketing structure success suppliers techniques Tesco tion variables