- Paperback: 304 pages
- Publisher: A Butterworth-Heinemann Title; 2 edition (25 Jun 2001)
- Language English
- ISBN-10: 0750652365
- ISBN-13: 978-0750652360
- Product Dimensions: 24.4 x 19.8 x 1.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 384,774 in Books (See Top 100 in Books)
- See Complete Table of Contents
Strategic Marketing
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More About the Author
Product Description
Review
"In a concise fashion, it provides useful tools and techniques for making strategic marketing decisions. ...a highly useful reference work for experienced marketing managers."
Tina Rocholl - Global Risk Report, April 2001
Tina Rocholl - Global Risk Report, April 2001
Product Description
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
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
Inside This Book
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First Sentence
Increasingly competitive market conditions require strategic responses. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
Increasingly competitive market conditions require strategic responses. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews
Most Helpful Customer Reviews
13 of 13 people found the following review helpful
Format:Paperback
As a student of the CIM, this is excellent study material in preparation for the Planning and Control exam. The book is straight to the point, and provides an excellent overview and summary of essential Strategic Marketing theory. The reader is however expected to already have a fair grounding in basic marketing theory, as the authors do not go into any great detail in any particular subject.
I would recommend this book to any CIM student who sits the Planning and Control exam (Postgraduate Diploma), as the book is only 170 pages (quick to read!), and John Ensor is the Head Examinor of the subject - so it covers the essential areas that are likely to be featured in the exam.
Finally, "Strategic Marketing" is also a useful overview and provides a basic framework for any marketing manager who has taken on the task of building a marketing plan for their corporation.
11 of 11 people found the following review helpful
Format:Paperback
I am a lecturer for the P&C paper; although very far away from the UK. I have never come across a text written for the P&C paper that is as comprehensive as "Strategic Marketing". Surely, Mr Ensor and his colleague must have placed the students interests at heart while writing the text.
This is a must read for all students preparing for the Planning & Control paper. The book provides a good feel of what strategy is about and students will be shown the importance of adopting a strategic perspective and thereby the formulation of a sound strategy right from the first chapter.
Finally, the book is also useful for those marketing practitioners to help them stay abreast with the more contemporary issues of marketing. As mentioned in Chapter 5, "The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday's logic." (Drucker, 1980).
I think the two authors have in mind for the readers NOT to commit such mistakes. Read it and you shall find out how much or how little you know about "Strategic Marketing"!
Listmania!
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