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Inhaltsangabe
A guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions. It has been written specifically for those studying the Chartered Institute of Management Postgraduate Diploma and for those wanting a "primer" in strategic marketing.
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Reseña del editor
'Strategic Marketing: Planning and Control' is the new core text for the Planning and Control syllabus of the CIM postgraduate diploma. Equally applicable for industry practitioners, this book cuts through the complexity and jargon surrounding the subject, to provide readers with a clear, concise guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions (analysis, formulation and implementation).
The text also covers contemporary issues, by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning.
'Strategic Marketing: planning and control':
* provides a synthesis of key strategic marketing concepts;
* is a concise and comprehensive text which is tightly written to accommodate the reading time pressures on students;
* is highly exam focused with all material presented having been class tested and refined.
Written by the Senior Examiner for the CIM Strategic Planning and Control Diploma Module.
Highly exam focused.
Provides a synthesis of key strategic marketing concepts and recognises the growing importance of 'implementation' in the overall marketing process.
Biografía del autor
Graeme has a background in management consultancy, and is now a full-time Lecturer in Marketing at Napier University Business School, Edinburgh. He teaches a wide range of undergraduate, professional (CIM) and postgraduate marketing courses and acts as Programme Leader for Napier's MSc. Marketing programme. He has an hons. degree in Engineering and an MBA (both from Heriot-Watt University). Graeme's current research interests focus on developing market orientation within public sector organisations and has recently published (with J Ensor): 'Marketing orientation applied to police service strategies', International Journal of Public Sector Management. Vol. 13 No. 6
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A Butterworth-Heinemann Title, 1999
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ISBN 13: 9780750644822
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