Strategic marketing: planning and Control 3rd ed.

Abstract

The aim of this text is to enable the reader to develop a sound theoretical and practical understanding of marketing, planning and control. Although primarily written for those studying for the Chartered Institute of Marketing Professional Diploma and Postgraduate Diploma professional marketing qualifications, this text is equally useful for industry practitioners. This is not an introductory text to the subject of marketing planning, but builds on the existing knowledge that students and practitioners already hold about the principles of the subject. The aim has been to provide a clear, concise guide to the tools, techniques and concepts necessary to undertake strategic marketing decisions. The text also covers contemporary issues by exploring current developments in marketing theory and practice including: ● Customer relationship management ● Ethics and strategic marketing decision making ● The concept of a market-led orientation ● A resource/asset-based approach to internal analysis and planning Innovation is a theme throughout the text, reflecting the growing importance of this issue, both in terms of its academic profile and current business practice. There is also an emphasis on developing a view of the future through various forecasting techniques. This new edition also includes three new chapters which relate to CRM, ethics and problem-based learning approaches. Throughout this new edition new illustrative examples have been included to reinforce the material covered in each chapter. An instructor’s manual is available to academic staff adopting this text. This contains expanded versions of selected illustrative examples featured in the main text, new cases and a pack of lecture material.