Graeme Drummond, John Ensor

Broschiertes Buch

Strategic Marketing

Planning and Control

Beschreibung

Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.

Autor

Graeme has a background in management consultancy, and is now a full-time Lecturer in Marketing at Napier University Business School, Edinburgh. He teaches a wide range of undergraduate, professional (CIM) and postgraduate marketing courses and acts as Programme Leader for Napier's MSc. Marketing programme. He has an hons. degree in Engineering and an MBA (both from Heriot-Watt University).
Graeme's current research interests focus on developing market orientation within public sector organisations and has recently published (with J Ensor): 'Marketing orientation applied to police service strategies', International Journal of Public Sector Management. Vol. 13 No. 6
John is Head of the School of Marketing and Tourism at Napier University Business School, Edinburgh. John has an MBA from Cranfield Business School, is a Fellow and has Chartered Status of the Institute of Marketing.
Apart from this academic background he has considerable business experience in the retail sector. He has undertaken consultancy and led training programmes in a wide range of organisations both in the public and private sector.
John's main research interests lie in the area of creativity and innovation in knowledge based service industries.
Ruth is a Principal Lecturer in Marketing and Public Relations at Manchester Metropolitan University Business School. She is the Undergraduate Programme Co-ordinator for a network of newly developed marketing and retail related degrees and is Senior Examiner for the Chartered Institute of Marketings Advanced Certificate Stage 2 Marketing Planning paper, having previously been the Senior Examiner for the Marketing Fundamentals paper. Ruth is also the Principal Examiner for University of Cambridge International Examinations for the Business Career awards (Effective Business Communications papers). Ruth teaches on a range of programmes including the MA in Public Relations and undergraduate programmes in Marketing Management, Retail Management, Advertising and Brand Management.
Ruth co-authors on a number of the CIM Coursebooks published by Butterworth-Heinemann, including Marketing Planning 03/04 by Beamish and Ashford. Prior to entering academe, she was based in a management role, gaining marketing experience within the NHS and Business to Business sectors.
Ruth has been awarded a PhD, which examines the area of Perceived Risk and Dental Services, from Lancaster University. Previous publications include journal papers on Marketing and Dentistry, Education Marketing, Perceived risk in the public sector, supply chain and relationship management, and educational assessment.

Produktdetails

• Verlag: Butterworth-Heinemann
• 2nd ed.
• Seitenzahl: 304
• Englisch
• Gewicht: 640g
• ISBN-13: 9780750652360
• ISBN-10: 0750652365
• Artikelnr.: 21301619