Strategic marketing [electronic book] : planning and control/ Grainne Drummond
By: Drummond, Graeme [author]
.
Contributor(s): Ensor, John [author] | Ashford, Ruth [author].
Material type: 
BookLondon ; New York : Routledge Taylor & Francis Group 2008Copyright date: ©2008Edition: Third edition / Graeme Drummond, John Ensor, Ruth Ashford.Description: online resource (xv, 332 pages) : illustrations.Content type: text Media type: computer Carrier type: online resource ISBN: 9780750682718 (paperback); 9780080561219 (e-book).Subject(s): Marketing -- Management | Marketing -- PlanningDDC classification: 658.8 Online resources: Access eBook
| Item type | Current library | Call number | Status | |
|---|---|---|---|---|
| eBook | MTU Online eBook | 658.8 (Browse shelf(Opens below)) | Available |
Enhanced descriptions from Syndetics:
The completely revised and updated 3rd edition of the hugely successful Strategic Marketing: planning and control continues to provide a concise yet comprehensive synthesis of the key strategic marketing concepts. The text cuts through the complexity and jargon surrounding the subject and is tightly written to accommodate the reading time pressures on students.
A clear, comprehensive and user-friendly text it provides an unrivalled digest of the tools, techniques and knowledge required to understand strategic marketing. Covering contemporary issues by exploring current developments in marketing theory and practice. It offers-
* Coverage of key developments in customer relationship management, business ethics, market-led orientation and resource/asset-based approaches to internal analysis and planning
* A highly exam focused approach which has been class tested and refined
* A new chapter offering a 'problem-based learning' (PBL) approach to the subject
* Thoroughly revised and updated case studies and vignettes of real world best
practice throughout the text
Now established as one of the leading texts in the field Strategic Marketing 3rd edition will continue to be an essential learning tool for CIM students and marketing undergraduates and postgraduates. It will also be ideal for marketing professionals who want to improve their strategic knowledge and those on relevant executive courses.
Previous edition: 2001.
Includes bibliographical references and index.
CIT Module TOUR 8005 - Core reading.
Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.
Table of contents provided by Syndetics
- Preface
- Chapter 1 The Strategic Perspective
- Part 1 Strategic Analysis
- Chapter 2 External Analysis
- Chapter 3 Competitive intelligence
- Chapter 4 Segmentation
- Chapter 5 Internal Analysis
- Chapter 6 Developing a Future Orientation
- Part 2 Formulation of Strategy
- Chapter 7 Strategic Intent
- Chapter 8 Strategy Formulation
- Chapter 9 Targeting, Positioning and Brand Strategy
- Chapter 10 Product Development and Innovation
- Chapter 11 Customer Relationship Management
- Chapter 12 Alliances and Relationships
- Chapter 13 The Strategic Marketing Plan
- Chapter 14 Business Ethics and Strategy
- Part 3 Strategic Implementation
- Chapter 15 Strategic Implementation
- Chapter 16 Control
- Part 4 Problem-based Learning For Strategic Marketing
- Chapter 17 Problem-based-learning
- Chapter 18 Mini cases
- Index