Strategic marketing management : planning, implementation and control
著者
書誌事項
Strategic marketing management : planning, implementation and control
Butterworth-Heinemann, 1997
2nd ed
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注記
Previous ed.: 1992
内容説明・目次
内容説明
Strategic Marketing Management is now well established as the classic textbook on the subject. Its step by step approach provides comprehensive coverage of the five key strategic stages: *Where are we now? Strategic and marketing analysis *Where do we want to be? Strategic direction and strategy formulation *How might we get there? Strategic choice *Which way is best? Strategic evaluation *How can we ensure arrival? Strategic implementation and control. This new, revised and updated edition builds on the strengths of the original text, making it essential reading for everyone studying the management of marketing. New features for this edition include: Expanded coverage of a number of important topics, including relationship marketing, internal marketing, market research and marketing logistics Greater emphasis throughout on marketing implementation Mini-cases and questions in every chapter to reinforce the key points raised
目次
- Introduction
- Where are we now? Strategic marketing analysis
- Where do we want to be? Strategic direction and strategy formulation
- How might we get there? Strategic choice
- Which way is best? Strategic evaluation
- How can we ensure arrival? Strategic implementation and control.
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