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Book Categories |
Preface | ||
Acknowledgements | ||
A quick word from the CIM chief examiner | ||
How to use your CIM workbook | ||
Introduction | ||
1 | Introduction to Planning and Control: the management process | 1 |
2 | Assessing corporate capability | 23 |
3 | Environmental analysis | 43 |
4 | Market segmentation, targeting and positioning | 79 |
5 | Formulating the marketing strategy | 94 |
6 | Managing the marketing mix | 111 |
7 | Strategic evaluation and appraisal (which way is best?) | 134 |
8 | Strategic implementation and control (how do we ensure arrival?) | 145 |
9 | The mini case study | 158 |
10 | The major case study | 205 |
Index | 315 |
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