Strategic Marketing: Planning and Contro

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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 pl…

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    Om Strategic Marketing: Planning and Contro

    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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    Detaljer

    Format
    E-Bok
    Filformat
    ePUB
    Utgivelsesår
    2007
    Forlag
    Taylor and Francis
    Språk
    Engelsk
    ISBN
    9781136362378
    Sider
    304

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