McGraw-Hill OnlineMcGraw-Hill Higher EducationLearning Center
Student Centre | Lecturer Centre | Info Centre | HOME

Glossary
Buy the Book
Chapter Objectives
Multiple Choice Quiz
Case Studies
Internet Exercises

Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
Marketing Strategy & Planning

Chapter Objectives

This chapter covers:
1. The role of marketing planning within businesses
2. The process of marketing planning
3. The rewards and problems associated with marketing planning
4. The roles of industry analysis and internal analysis in planning and strategy
5. The differences between cost leadership and differentiation strategies and the sources of competitive advantage








Copyright2002 A McGraw-Hill Online Learning Centre
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Education Europe is one of the many fine businesses of The McGraw-Hill Companies.