Description
“Strategic Marketing Management: A Process Based Approach” integrates Marketing with other aspects of Management such as strategy, organisational theory, strategic financial management and management accounting, HRM, information systems, corporate image and communications, operations management and logistics. It provides the final year student with an overview of how marketing fits into the overall management picture. “Strategic Marketing Management: A Process-Based Approach” draws heavily on Business Process Re-engineering (BPR), a term which, in the past ten years, has caught the imagination of the business and commercial world.
