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Bibliographic Details

Title: Strategic Marketing: Planning and Control (CIM Student S.)
Publisher: A Butterworth-Heinemann Title 25/06/2001
Publication Date: 2001
Language: English
ISBN 10: 0750652365
ISBN 13: 9780750652360
Binding: Soft cover
Edition: 2nd Edition
Condition: Very Good

About this title

Synopsis

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

From the Publisher

The text also 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. 'Strategic Marketing: planning and control':* provides a synthesis of key strategic marketing concepts;* is a concise and comprehensive text which is tightly written to accommodate the reading time pressures on students; * is highly exam focused with all material presented having been class tested and refined.Completely revised and updated, this second edition of 'Strategic Marketing: planning and control' includes 2 new chapters on 'competitive intelligence' and CIM mini case studies, along with new vignettes and new material on branding.

"About this title" may belong to another edition of this title.

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