Strategic Marketing Planning: State-of-the-art Developments (Cranfield Management Research)

by Malcolm Mc Donald (Author)

• Used

  Paperback
  1992

  $7.45

  Whilst there are a number of books available on marketing planning, they are predominantly how to texts: this book is a serious and in-depth treatment of the specialist aspects of marketing planning. The various topics dealt with include a review of marketing strategy which examines the main strategic planning tools; competitive marketing strategy, which explains and reviews the concepts and applications; marketing planning and corporate culture; expert systems in strategic marketing planning; and the role of marketing in the future - the challenges for business and management education.

• Used

  Paperback
  1996

  $7.45

  Whilst there are a number of books available on marketing planning, they are predominantly how to texts: this book is a serious and in-depth treatment of the specialist aspects of marketing planning. The various topics dealt with include a review of marketing strategy which examines the main strategic planning tools; competitive marketing strategy, which explains and reviews the concepts and applications; marketing planning and corporate culture; expert systems in strategic marketing planning; and the role of marketing in the future - the challenges for business and management education.