Strategic Marketing Planning and Control 3rd Edition by Graeme Drummond, John Ensor, Ruth Ashford 075068271X 9780750682718

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Product details:

ISBN 10: 075068271X

ISBN 13: 9780750682718 

Author: Graeme Drummond, John Ensor, Ruth Ashford

The completely revised and updated 3rd edition of the hugely successful Strategic Marketing: planning and control continues to provide a concise yet comprehensive synthesis of the key strategic marketing concepts. The text cuts through the complexity and jargon surrounding the subject and is tightly written to accommodate the reading time pressures on students.

A clear, comprehensive and user-friendly text it provides an unrivalled digest of the tools, techniques and knowledge required to understand strategic marketing. Covering contemporary issues by exploring current developments in marketing theory and practice. It offers-

• Coverage of key developments in customer relationship management, business ethics, market-led orientation and resource/asset-based approaches to internal analysis and planning
• A highly exam focused approach which has been class tested and refined
• A new chapter offering a ‘problem-based learning’ (PBL) approach to the subject
• Thoroughly revised and updated case studies and vignettes of real world best
practice throughout the text

Now established as one of the leading texts in the field Strategic Marketing 3rd edition will continue to be an essential learning tool for CIM students and marketing undergraduates and postgraduates. It will also be ideal for marketing professionals who want to improve their strategic knowledge and those on relevant executive courses.

Strategic Marketing Planning and Control 3rd Table of contents:

Chapter 1: The Strategic Perspective

Part 1: Strategic Analysis

Chapter 2: External Analysis

Chapter 3: Competitive Intelligence

Chapter 4: Segmentation

Chapter 5: Internal Analysis

Chapter 6: Developing a Future Orientation

Part 2: Formulation of Strategy

Chapter 7: Strategic Intent

Chapter 8: Strategy Formulation

Chapter 9: Targeting, Positioning, and Brand Strategy

Chapter 10: Product Development and Innovation

Chapter 11: Customer Relationship Management

Chapter 12: Alliances and Relationships

Chapter 13: The Strategic Marketing Plan

Chapter 14: Business Ethics and Strategy

Part 3: Strategic Implementation

Chapter 15: Strategic Implementation

Chapter 16: Control

Part 4: Problem-Based Learning for Strategic Marketing

Chapter 17: Problem-Based Learning

Chapter 18: Mini Cases

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Graeme Drummond,John Ensor,Ruth Ashford,Strategic