Strategic Marketing: Planning and Control, Third Edition

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Strategic Marketing: Planning and Control ...

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Strategic Marketing: Planning and Control Third edition Graeme Drummond John Ensor Ruth Ashford AMSTERDAM• BOSTON• HEIDELBERG• L ...

Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400, Burlin ...

Preface xi ...

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1 The strategic perspective Acknowledgements xvi About this chapter Introduction What is strategy? Towards strategic management ...

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The aim of this text is to enable the reader to develop a sound theoretical and practical understanding of marketing, planning a ...

The Marketing Planning syllabus, which is part of the Professional Diploma stage is divided into four major areas: 1 The marketi ...

response to questions in this area. Therefore, this text offers a useful and directed aid to this section of the Marketing Plann ...

candidates will show a critical awareness and understanding of the relevant theoretical framework surrounding the issues being d ...

This route comprises: ● Core section: This attracts a 50 per cent weighting and is often about the creation of an effective mark ...

The authors and publisher wish to thank the following for permission to use copyright material: The Free Press/a division of Sim ...

CHAPTER 1 The strategic perspective ...

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■ Introduction The concept of marketing is inherently simple – business success through a process of understanding and meeting c ...