Strategic marketing planning
著者
書誌事項
Strategic marketing planning
（The Cranfield management research series）
Kogan Page, 1996
2nd ed
- : pbk
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注記
First published in 1992
Includes bibliographical reference and index
内容説明・目次
内容説明
Whilst there are a number of books available on marketing planning, they are predominantly "how to" texts: this book is a serious and in-depth treatment of the specialist aspects of marketing planning. The various topics dealt with include a review of marketing strategy which examines the main strategic planning tools; competitive marketing strategy, which explains and reviews the concepts and applications; marketing planning and corporate culture; expert systems in strategic marketing planning; and the role of marketing in the future - the challenges for business and management education.
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