Strategic Marketing, Planning and Evaluation (Marketing in Action Series)

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Strategic Marketing, Planning and Evaluation (Marketing in Action Series) image
ISBN-10:

0749417846

ISBN-13:

9780749417840

Author(s): Lancaster, Geoff
Released: Dec 01, 1996
Publisher: Kogan Page.
Format: Paperback, 160 pages

Description:

Concentrating on marketing planning in the medium- and long-term, this text refers to tactical issues as part of the strategic planning process, but does not go into any detailed tactical techniques. It covers the planning process from its evolution right through to the review and control process.

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