TY  - BOOK
AU  - Fifield Paul
AU  - Gilligan Colin
TI  - Strategic Marketing Management / Planning and Control, Analysis and Decision
SN  - 750619902
PY  - 1995///
PB  - Butterworth Heinemann
N2  - This book has been specifically written for students studying for the Strategic Marketing Management module in the CIM Diploma.  Preface, Acknowledgements, Introduction to Planning and Control: The Management Process, Assessing Corporate Capability, Environmental Analysis, Market Segmentation and Targeting and Positioning, Formulating the Marketing Strategy, Managing the Marketing Mix, Strategic Evaluation and Appraisal, Strategic Implementation and Control, The Mini Case Study, The Major Case Study, Index
ER  -