Auteur: Gilligan, Colin
Auteur: Wilson, Richard M.S.
Editeur: Taylor & Francis
Publication: 2009
Edition n°:
ISBN: 978-1-85617-617-0
e-ISBN:
 
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"Strategic Marketing Planning" builds on the success and reputation of Wilson and Gilligan's "Strategic Marketing Management" by focusing firmly on the planning process.

"Strategic Marketing Planning" concentrates on the critical "planning" aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process.

Audience : Undergraduates on business studies courses; Marketing and MBA students; Marketing practitioners responsible for formulating marketing plans at a strategic level.

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