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Strategic Marketing
Author: Peter Reed

ISBN: 9780170241236
Format: Book with Other Items
Published: 13 October 2014
Country of Publication: AU
Description:
This fully revised 4th edition of Strategic Marketing: Decision Making and Planning continues to set a framework for marketing decision making as a part of a holistic approach to an organisation's strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes.

Strategic Marketing: Decision Making and Planning is written for those involved in the processes of developing and implementing marketing strategies. The book emphasises the role of marketing as an organisation-wide process rather than as a stand-alone organisational function. Accordingly, Strategic Marketing: Decision Making and Planning focuses on providing a framework for marketing decision making as part of a broad-based or holistic approach to strategic management. The framework provides for decision-making processes that are made both within and outside of formal strategic-planning processes.

The guiding principle of Strategic Marketing: Decision Making and Planning is to provide strategists with the ability to develop and implement effective marketing strategies by drawing on relevant concepts and analytical tools. It is a book that emphasise...

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