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" Strategic marketing planning / "
Colin Gilligan and Richard M.S. Wilson.
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BL
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| Record Number
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985837
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| Doc. No
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b740207
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| Main Entry
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Gilligan, Colin.
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| Title & Author
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Strategic marketing planning /\ Colin Gilligan and Richard M.S. Wilson.
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| Edition Statement
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2nd ed.
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| Publication Statement
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Amsterdam ;Boston ;London :: Elsevier/Butterworth-Heinemann,, 2009.
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| Page. NO
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x, 552 pages :: illustrations ;; 25 cm
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| ISBN
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1856176177
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: 9781856176170
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| Notes
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Previous edition: 2003.
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| Bibliographies/Indexes
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Includes bibliographical references (pages 519-535) and index.
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| Contents
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Strategic marketing planning and the marketing plan -- Marketing auditing and the analysis of capability -- Segmental, productivity and ratio analysis -- Market and environmental analysis -- Approaches to customer analysis -- Approaches to competitor analysis -- Missions and objectives -- Market segmentation, targeting and positioning -- The formulation of strategy 1: analysing the product portfolio -- The formulation of strategy 2: generic strategies and the significance of competitive advantage -- The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.
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| Abstract
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'Strategic Marketing Planning' takes the reader step-by-step through the formulation and implementation of marketing strategy. Each chapter contains a number of expanded examples as well as a series of test questions and exercises.
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| Subject
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Marketing-- Management.
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Marketing-- Planning.
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Marketing
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Marketing-- Management.
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Marketing-- Planning.
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Marketingpolitik.
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Theorie.
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| Dewey Classification
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658.802
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| LC Classification
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HF5415.13.G49 2009
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| NLM classification
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85.40bcl
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QP 600rvk
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QP 612rvk
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| Added Entry
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Wilson, R. M. S., (Richard Malcolm Sano)
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