Strategic Marketing: Planning and Control

Graeme Drummond · John Ensor · Ruth Ashford

80 citations0/0 files storedRoutledge eBooks

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Marketing and Advertising Strategies Business Strategies and Innovation Strategic Planning and Analysis

Abstract

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.

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References

1990Zero defections: quality comes to services.2012The Practice of Management 1997Exploring corporate strategy 1993Ethics and excellence: cooperation and integrity in business 1949Fundamental Principles of the Metaphysic of Morals 1989Marketing Plans: How to Prepare Them, How to Use Them 1997The Challenge of Problem-Based Learning. 2nd Edition.1993The essence of services marketing

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