Strategic Marketing Planning and Evaluation (Marketing in Action)

by Geoff Lancaster (Author), Lester Massingham (Author), Geoff Lancaster (Author), Lester Massingham (Author)

• Used

  Paperback
  1996

  $4.42

  Concentrating on marketing planning in the medium- and long-term, this text refers to tactical issues as part of the strategic planning process, but does not go into any detailed tactical techniques. It covers the planning process from its evolution right through to the review and control process.