Book Categories

Description of Strategic Marketing: Planning and Control

'Strategic Marketing: planning and control' is the core text for the planning and control syllabus of the CIM postgraduate diploma. Equally applicable for industry practitioners, this book cuts through the complexity and jargon surrounding the subject, to provide readers with a clear, concise guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions (analysis, formulation and implementation).

The text also 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 book:
- provides a synthesis of key strategic marketing concepts;
- is a concise and comprehensive text which is tightly written to accommodate the reading time pressures on students;
- is highly exam focused with all material presented having been class tested and refined.

Completely revised and updated, this second edition of 'Strategic Marketing: planning and control' includes 2 new chapters on 'competitive intelligence' and CIM and other mini case studies, along with new vignettes and new material on branding.

Title Information

ISBN:

9780750652360

Pages:

304 pages

Format:

Paperback

Product Code:

16882

Publisher:

Butterworth-Heinemann Ltd

Published:

25/06/2001

Edition:

2nd Edition

Press and Industry Reviews

"In a concise fashion, it provides useful tools and techniques for making strategic marketing decisions. ...a highly useful reference work for experienced marketing managers."
Tina Rocholl - Global Risk Report, April 2001

Write a review of this book

About Graeme Drummond and John Ensor and Ruth Ashford

Graeme Drummond is a Lecturer in marketing and Manager of MSc. programmes at Napier University, UK.

John Ensor is Senior Examiner for the CIM's Planning and Control exam module, and Head of the School of Marketing and Tourism at Napier University.

Ruth Ashford is Senior Examiner for the CIM's Marketing Planning exam module and Principal Lecturer in Marketing, Manchester Metropolitan University and Undergraduate Programme Co-ordinator for Retail and Marketing Programmes at Manchester Metropolitan University Business School.

The Chartered Institute of Marketing (CIM) is the world's largest marketing association. It works closely with the marketing profession, government, industry and commerce to develop greater awareness and understanding of what marketing can contribute to UK and International business.

Contents of Strategic Marketing: Planning and Control

The strategic perspective

Part one:Strategic analysis
- External analysis
- Competitive intelligence
- Segmentation
- Internal analysis
- Developing a future orientation

Part two:Formulation of strategy
- Strategic intent
- Strategy formulation
- Targeting, positioning and brand strategy
- Product development and innovation
- Alliances and relationships
- The strategic marketing plan

Part three: Strategic implementation
- Strategic implementation Control
- Mini cases