Strategic Marketing: Planning and Control, Third Edition

Strategic Marketing: Planning and ControlThis page intentionally left blank Strategic Marketing: Planning and ControlThird editionGraeme DrummondJohn EnsorRuth AshfordAMSTERDAM BOSTON HEIDELBERG LONDON NEWYORK OXFORDPARIS SANDIEGO SANFRANCISCO SINGAPORE SYDNEY TOKYOB utterworth-Heinemann is an imprint of ElsevierButterworth-Heinemann is an imprint of ElsevierLinacre House, Jordan Hill, Oxford OX2 8DP30 Corporate Drive, Suite 400, Burlington, MA 01803, USAF irst Edition 1999 Second Edition 2001 Copyright 1999, 2001, 2008 Published by Elsevier Ltd. All rights part of this publication may be reproduced, stored in a retrieval system or transmittedin any form or by any means electronic, mechanical, photocopying, recording or otherwisewithout the prior written permission of the publisherPermissions may be sought directly from Elsevier s Science & Technology RightsDepartment in Oxford, UK: phone ( 44) (0) 1865 843830; fax ( 44) (0) 1865 853333; e-mail: Alternatively you can submit your request online by visiting the Elsevier web site at , and selectingObtaining permission to use Elsevier materialNoticeNo responsibility is assumed by the publisher for any injury and/or damage to persons orproperty as a matter of products liability, negligence or otherwis

larger multi-national organisations as cited in many other text books. Therefore, the Marketing Planning module acts as a central base for the other CIM modules to build upon at the Professional Diploma (QCAlevel 6) and also is very much required for Postgraduate Diploma (QCAlevel 7) underpinning theory for this higher level of study.

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