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Strategic Marketing, Planning and Evaluation
Geoffrey A. LancasterLester Massingham
出版Kogan Page, 1996
主題Business & Economics / Marketing / GeneralBusiness & Economics / Strategic Planning
ISBN07494178469780749417840
URLhttp://books.google.com.hk/books?id=0ga7wAEACAAJ&hl=&source=gbs_api
註釋Lively and easy to read, the books in this series are clear, action-oriented and up-to-date guides to specific marketing topics. For those relatively new to marketing, those studying for CIM and other professional qualifications and even those taking MBAs, this series has quickly established itself as a valuable addition to any marketer or business person's library.

Concentrating on medium and long-term planning, the book covers the planning process from evolution through to the review and control stage.