Strategic Marketing Planning

by Malcolm McDonald

Whilst there are a number of books available on marketing planning, they are predominantly how to texts: this book is a serious and in-depth treatment of the specialist aspects of marketing planning. The various topics dealt with include a review of marketing strategy which examines the main strategic planning tools; competitive marketing strategy, which explains and reviews the concepts and applications; marketing planning and corporate culture;...

• Format: Paperback
• Language: English
• ISBN: 0749407670
• ISBN13: 9780749407674
• Release Date: January 1993
• Publisher: Kogan Page
• Length: 222 Pages