Marketing planning : strategy, environment, and context / Jim Blythe ; Phil Megicks

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Marketing planning : strategy, environment, and context / Jim Blythe ; Phil Megicks

Book

Blythe, Jim. Author | Megicks, Phil

Published by Financial Times Management - 2010

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2010

ISBN: 978-0-273-72471-1

Note

Figures, glossary, tables

Subjects: STRATEGIC MARKETING - MARKETING MANAGEMENT - STRATEGIC PLANNING

This book provides an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of strategy, environment, and context. The book features an innovative running case study which follows a company through the entire process of marketing planning and finishing with a completed marketing plan...

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