Marketing Planning and Control
Published on 1. September 1991
Book
Hardback
320 pages
978-0-434-92219-2 (ISBN)
Description
Designed specifically to meet the requirements of the Institute of Marketing's Planning and Control syllabus, this book takes the student through the major areas of strategic marketing planning and control. It makes full reference to latest research findings and to good practice. It will also appeal to a wide variety of other students at Diploma (BTEC) and undergraduate level (eg BA Business Studies). Every chapter contains a number of mini caselets, each of which is designed to illustrate specific points raised in the chapter.
More details
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Elsevier Science & Technology
Target group
Adult education
College/higher education
Dimensions
Height: 234 mm
Width: 156 mm
ISBN-13
978-0-434-92219-2 (9780434922192)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
R.M.S. Wilson | Colin Gilligan | David J. Pearson
Strategic Marketing Management
Planning, Implementation and Control
Book
02/1992
Butterworth-Heinemann
€24.75
Article is exhausted; no reprint
Persons
Content
Where are we now?; where do we want to go?; how might we get there?; which way is best (strategic evaluation)?; how can we ensure arrival (strategic implementation and control).