e-book

Strategic Marketing Management

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In writing the first edition of this book in the early 1990s, we were motivated by a concern to help improve the effectiveness of marketing practice. Twelve years and two editions later, our purpose is unchanged. In doing this, we have sought to address a number of key questions that logically follow each other in the context of strategic marketing management:
1 Where are we now?
2 Where do we want to be?
3 How might we get there?
4 Which way is best?
5 How can we ensure arrival?

The themes of planning, implementing and controlling marketing activities are reflected in the answers to these questions – as offered in the eighteen chapters which follow. The structure of the book is designed to take the reader through each of the questions in turn. The sequencing of the chapters is therefore significant. We have sought to build the book’s argument in a cumulative way such that it will provide guidance in generating effective marketing performance within a strategic framework – once the reader has worked through each chapter in turn. Against this background we can specify the book’s aims as being:
➡ To make the readers aware of the major aspects of the planning and controlling of marketing operations
➡ To locate marketing planning and control within a strategic context
➡ To demonstrate how the available range of analytical models and techniques might be applied to marketing planning and control to produce superior marketing performance
➡ To give full recognition to the problems of implementation and how these problems might be overcome.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

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Penerbit

Burlington, MA : Elsevier Butterworth-Heinemann., 2005

Deskripsi Fisik

xii, 867 hlm.

Bahasa

English

ISBN/ISSN

0750659386

Klasifikasi

380.1

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Third edition

Subjek

PEMASARAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

agus

Versi lain/terkait

Lampiran Berkas

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