Napier University Business School

Napier University Business School

Published in association with The Chartered Institute of Marketing

Butterworth-Heinemann
Linacre House, Jordan Hill, Oxford OX2 8DP
225 Wildwood Avenue, Woburn, MA 01801-2041
A division of Reed Educational and Professional Publishing Ltd

A member of the Reed Elsevier plc group

First published 1999
Second edition 2001

All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1P 0LP. Applications for the copyright holder s written permission to reproduce any part of this publication should be addressed to the publishers.

British Library Cataloguing in Publication Data
Drummond, Graeme
Strategic marketing: planning and control. 2nd ed.
1. Marketing Management
I. Title II. Ensor, John III. Chartered Institute of Marketing
658.8'4

ISBN 0 7506 5236 5

Composition by Genesis Typesetting, Rochester, Kent

Dedication to
Diane and Ewan
Geraldine, Hannah, Brendan and Owen

Acknowledgements

The authors and publisher wish to thank the following for permission to use copyright material:

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