Strategic marketing planning and evaluation
著者
書誌事項
Strategic marketing planning and evaluation
（Marketing in action series / series editor, Norman Hart）
Kogan Page, 1996
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注記
Includes index
内容説明・目次
内容説明
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.
目次
- The corporate planning system
- getting started
- objectives
- environmental scanning
- situation analysis
- assumptions
- marketing objectives and strategies
- the marketing programme
- contingency planning
- review and control.
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