Strategic marketing planning and evaluation
Author(s)
Bibliographic Information
Strategic marketing planning and evaluation
（Marketing in action series / series editor, Norman Hart）
Kogan Page, 1996
Available at 2 libraries
Note
Includes index
Description and Table of Contents
Description
Concentrating on marketing planning in the medium- and long-term, this text refers to tactical issues as part of the strategic planning process, but does not go into any detailed tactical techniques. It covers the planning process from its evolution right through to the review and control process.
Table of Contents
- The corporate planning system
- getting started
- objectives
- environmental scanning
- situation analysis
- assumptions
- marketing objectives and strategies
- the marketing programme
- contingency planning
- review and control.
by "Nielsen BookData"