Description

Book Synopsis
This book is designed to help the reader to gain a practical understanding of the strategic marketing process. Through various international cases, the text shows how strategic marketing concepts can be applied to real-life situations, and how marketing solutions are found in different business sectors and environments

Table of Contents

Part 1.
Strategic Marketing: Concepts, Processes and Challenges.
The Strategy/Marketing Interface.
The Strategy Marketing Planning Process.
Challenges: Old Dogs xxx; New Tricks.
Part 2.
Case Studies.

Strategic Marketing

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    A Paperback / softback by John Atkinson, Ian Wilson

    £63.74

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    RRP £84.99 – you save £21.25 (25%)

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      Book details

      Publisher Pearson Education Limited
      Published 31 May 1996
      ISBN-13 9780004990378
      978-0004990378
      ISBN-10 0004990374
      Also in:
      Business, Finance & Law Sales and marketing

      Description

      Book Synopsis
      This book is designed to help the reader to gain a practical understanding of the strategic marketing process. Through various international cases, the text shows how strategic marketing concepts can be applied to real-life situations, and how marketing solutions are found in different business sectors and environments

      Table of Contents

      Part 1.
      Strategic Marketing: Concepts, Processes and Challenges.
      The Strategy/Marketing Interface.
      The Strategy Marketing Planning Process.
      Challenges: Old Dogs xxx; New Tricks.
      Part 2.
      Case Studies.

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