by Paul Fifield, Colin Gilligan · Butterworth-Heinemann Ltd · Tapa blanda · ISBN 9780750629140
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«Strategic Marketing Management» is the strategic marketing textbook by Paul Fifield and Colin Gilligan in paperback, published by Butterworth-Heinemann in 1996.
Study manual on planning, control, analysis and decision-making in strategic marketing. Organizes the subject into five stages: situation analysis, objective setting, strategy selection, evaluation and implementation control; includes case studies and chapter questions.
Work of 371 pages in English, published for the Chartered Institute of Marketing within The Marketing Series and subtitled «Planning and Control, Analysis and Decision».
Aimed at CIM Diploma students and marketing professionals wishing to strengthen their training in strategic planning.
