358
Conclusions..............................................................................
90
Questions for control and discussion.......................................
92
List of references...................................................................... 92
CHAPTER 5. STRATEGIC MARKETING...............................................
94
5.1. The purpose and objectives
of strategic planning in
marketing ................................................................................
94
5.2. The role and position of tactical planning in marketing..........
97
5.3. Marketing control and its types................................................ 99
5.4. Concept of marketing program................................................ 102
5.5. Targeting approach - the basis of the marketing program....... 106
5.6. The sequence of development
of marketing programs and
characteristics of its main sections...........................................
114
Conclusions.............................................................................. 120
Questions for control and discussion....................................... 121
List of references...................................................................... 122
CHAPTER 6. RESEARCH
