The field of strategic marketing has been the subject of much change and revision. Ideas have been constantly revised, and new concepts developed which are used alongside the old. This book attempts to bring some order to this confused picture by presenting an integrated model of strategic management as the basis of a company-wide strategic management philosophy. The outcome of this integrated approach is the ability to develop focused, practical and actionable marketing plans, to provide a constant reference point for line management implementation. The book also underlines the need for the entire organization to be involved in the market focus process, and outlines a means of doing this through the establishment of a market focus council.
- ISBN10 0750608870
- ISBN13 9780750608879
- Publish Date 12 April 1993
- Publish Status Out of Print
- Out of Print 12 July 2000
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Butterworth-Heinemann Ltd
- Format Paperback
- Pages 215
- Language English