| Description |
xxxvii, 308 pages : illustrations ; 24 cm |
| Series |
The Marketing series |
|
Marketing series (London, England)
|
| Contents |
Pt. 1. Where are we now? 1. Before we start - what are we trying to do? 2. The internal business drivers. 3. The external environment. 4. The business strategy -- Pt. 2. Where do we want to be? 5. From business to marketing strategy. 6. Developing marketing strategy. 7. Making the links -- Pt. 3. How do we get there? 8. Connecting with the market. 9. Product policy. 10. The rest of the mix. 11. Marketing plans -- Pt. 4. How do we make it happen? 12. Strategy evaluation and appraisal. 13. Identifying barriers to implementation. 14. Identifying drivers for change. 15. Using the system -- Pt. 5. Where next? 16. New age marketing? 17. Back to the future |
| Notes |
"Published in association with the Chartered Institute of Marketing." |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Also available electronically |
| Subject |
Marketing.
|
|
Strategic planning.
|
| Author |
Fifield, Paul.
|
|
Chartered Institute of Marketing.
|
| LC no. |
99165810 |
| ISBN |
0750632844 (paperback) |
|
