Marketing Planning and Control

Designed specifically to meet the requirements of the Institute of Marketing's Planning and Control syllabus, this book takes the student through the major areas of strategic marketing planning and control. It makes full reference to latest research findings and to good practice. It will also appeal to a wide variety of other students at Diploma (BTEC) and undergraduate level (eg BA Business Studies). Every chapter contains a number of mini caselets, each of which is designed to illustrate specific points raised in the chapter.