Directional/ strategic marketing planning

DB, Janse van Rensburg , GAP, Drotsky


A step-by-step approach to developing plans that give direction to future marketing actions. Begins with the marketing audit; which provides a clear understanding of the enterprise’s current position in the market; the nature of the opportunities and threats in the external environment; and the enterprise’s internal strengths and weaknesses. Aimed at third and fourth year marketing students.

R 540.01
4.07 mb
Van Schaik Publishers
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