| Edition |
3rd ed. |
| Description |
1 online resource (xv, 332 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Note |
Previous edition: 2001. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
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. |
| Summary |
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. * Fully revised, updated and improved new edition, recommended for the CIM Professional Diploma in Marketing and ideal for undergraduate/postgraduate study * Concise yet comprehensive and accessible approach made popular by the hugely successful previous editions * New features include chapters on customer relationship management, business ethics and problem-based learning (PBL). |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management. |
|
Marketing -- Planning.
|
|
Marketing -- Planning. |
| Genre/Form |
Electronic books.
|
| Added Author |
Ensor, John.
|
|
Ashford, Ruth.
|
| Other Form: |
Print version: Drummond, Graeme. Strategic marketing. 3rd ed. Amsterdam ; London : Butterworth-Heinemann, 2008 9780750682718 (OCoLC)173499227 |
| ISBN |
9780080561219 (electronic book) |
|
0080561217 (electronic book) |
|
9780750682718 (paperback) |
|
075068271X (paperback) |
|
