Strategic marketing planning (2nd ed.)

Peter Reed
South Melbourne : Thomson Learning, 2006

ISBN: 0170128652

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Book description
Strategic marketing planning provides a step-by-step guide to each stage of the marketing plan and strategy development process. featuring a practical and concise approach, this text is an invaluable resource for students and business practitioners charged with the responsibility of developing a strategic marketing plan. This second edition helps the reader bridge the gap between the theory and practice of marketing by providing a framework that facilitates the practical application of relevant concepts, tools and techniques. The book is designed to complement traditional marketing textbooks that typically only pay limited attention to the task of process-of-marketing strategy development.

About the author
Dr Peter Reed is Associate Professor of Marketing and MBA Director, of the MBA Program at the Graduate School of Business, Monash University. His areas of expertise cover strategic marketing, marketing planning, brand positioning, integrated marketing communications and international marketing.

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