Strategic Marketing Management: Planning, Implementation and Control (Marketing Series: Student)

Pearson, David J.

ISBN 10: 0750603291 / ISBN 13: 9780750603294

Published by Butterworth-Heinemann Ltd, 1992

Dispatched, from the UK, within 48 hours of ordering. Though second-hand, the book is still in very good shape. Minimal signs of usage may include very minor creasing on the cover or on the spine. Seller Inventory # CHL1599157

Synopsis:

This text has been designed specifically to meet the requirements of the Institute of Marketing's Planning and Control Syllabus. It should also be useful to a variety of other students at Diploma (BTEC) and undergraduate level (eg, BA Business Studies) seeking a detailed treatment of the nature of marketing planning and control. The book's 18 chapters have been structured in such a way that the student is taken through the five major areas of strategic marketing planning and control: where are we now (strategic and marketing analysis)?; where do we want to go (strategic direction and strategy formulation)?; how might we get there (strategic choice)?; which way is best (strategic evaluation)?; and how can we ensure arrival (strategic implementation and control)? The book refers to recent research findings and to good practice.

Review: "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

Bibliographic Details

Title: Strategic Marketing Management: Planning, ...
Publisher: Butterworth-Heinemann Ltd
Publication Date: 1992
Binding: Paperback
Condition: Used; Very Good