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Strategic Marketing : Decision Making and Planning

ISBN 9780170241236
Edition 4th Edition
Publication Date
Publisher Cengage Learning Australia
Author(s)
Overview
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.

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