Strategic marketing : planning and control [printed text] / Graeme Drummond, Author ; John Ensor, Author ; Ruth Ashford, Author  . -  3rd Edition . - New York : Routledge, 2012 . - xv, 332 p. : ill. (col) ; 25 cm.
ISBN : 978-0-7506-8271-8

Class number:	658.802
Abstract:	Offers coverage of developments in customer relationship management, business ethics, market-led orientation and resource/asset-based approaches to internal analysis and planning. This book uses an exam focused approach which has been class tested and refined.
Contents note:	Preface; 1. The Strategic Perspective Part 1 Strategic Analysis 2. External Analysis; 3. Competitive intelligence; 4. Segmentation; 5. Internal Analysis; 6. Developing a Future Orientation; Part 2 Formulation of Strategy 7. Strategic Intent; 8. Strategy Formulation; 9. Targeting, Positioning and Brand Strategy; 10. Product Development and Innovation; 11. Alliances and Relationships; 12. The Strategic Marketing Plan Part 3 Strategic Implementation 13. Strategic Implementation; 14. Control Part 4 Contemporary Issues in Strategic Marketing 15. Customer relationship management; 16. Marketing ethics and strategic marketing decision making Part 5 Teaching Strategic Marketing 17. Problem-based-learning; Index