Decision Making and Planning continues to set a framework for marketing decision making as a part of a holistic approach to an organisation's strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes. The latest theories on how marketing strategy is conceptualised and practised are examined alongside a framework to facilitate the practical application of relevant concepts, tools and techniques. A series of 10 dynamic interactive modules exploring each stage of the strategic marketing process are included and new features such as Learning Objectives and Ethics boxes further highlight the connection between theory and application. Continuing to bridge the gap between theory learnt and the practice of writing a marketing plan or report, Strategic Marketing: Decision Making and Planning 4e is an invaluable resource for students and practitioners alike.

TBS982 UOWD