Market Focus: Achieving and sustaining marketing effectiveness (Professional Development S.)

by RickBrown (Author)

• Used

  Paperback
  1993

  $3.38

  The field of strategic marketing has been the subject of much change and revision. Ideas have been constantly revised, and new concepts developed which are used alongside the old. This book attempts to bring some order to this confused picture by presenting an integrated model of strategic management as the basis of a company-wide strategic management philosophy. The outcome of this integrated approach is the ability to develop focused, practical and actionable marketing plans, to provide a constant reference point for line management implementation. The book also underlines the need for the entire organization to be involved in the market focus process, and outlines a means of doing this through the establishment of a market focus council.