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I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today.' Professor Michael J Baker, University of Strathclyde.
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Strategic Marketing Management is now well established as the classic textbook on the subject. Its step by step approach provides comprehensive coverage of the five key strategic stages: *Where are we now? Strategic and marketing analysis *Where do we want to be? Strategic direction and strategy formulation *How might we get there? Strategic choice *Which way is best? Strategic evaluation *How can we ensure arrival? Strategic implementation and control. This new, revised and updated edition builds on the strengths of the original text, making it essential reading for everyone studying the management of marketing. New features for this edition include: Expanded coverage of a number of important topics, including relationship marketing, internal marketing, market research and marketing logistics Greater emphasis throughout on marketing implementation Mini-cases and questions in every chapter to reinforce the key points raised
See all Product Description
I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today.' Professor Michael J Baker, University of Strathclyde.
Product Description
Strategic Marketing Management is now well established as the classic textbook on the subject. Its step by step approach provides comprehensive coverage of the five key strategic stages: *Where are we now? Strategic and marketing analysis *Where do we want to be? Strategic direction and strategy formulation *How might we get there? Strategic choice *Which way is best? Strategic evaluation *How can we ensure arrival? Strategic implementation and control. This new, revised and updated edition builds on the strengths of the original text, making it essential reading for everyone studying the management of marketing. New features for this edition include: Expanded coverage of a number of important topics, including relationship marketing, internal marketing, market research and marketing logistics Greater emphasis throughout on marketing implementation Mini-cases and questions in every chapter to reinforce the key points raised
See all Product Description
Inside This Book
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First Sentence
What is marketing? Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
What is marketing? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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