TY  - BOOK
AU  - Atkinson John
AU  - Wilson Ian
TI  - Strategic Marketing / Cases, Concepts and Challenges
SN  - 4990374
PY  - 1996///
PB  - Prentice Hall
N2  - This case book encourages readers to develop a 'strategic mindset' towards the development of marketing programs.  Acknowledgements, Introduction, Strategic Marketing: Concepts and Processes and Challenges, The Strategic Marketing Planning Process, Case Studies, Banking on a Winning Strategy, Care Net, Carlsberg Ice Beer, Roses Grow an You, Benetton - Feeling Off Color, Bearing the Brunt, Philips Electrical Kettles, Epilogue, Bibliography
ER  -