Table of Contents

Preface; Overview of the book's structure; Introduction; Where are we now? Strategic and marketing analysis; Marketing auditing and the analysis of capability; Segmental, productivity and ratio analysis; Approaches to environmental analysis; Approaches to customer analysis; Where do we want to be? Strategic direction and strategic formulation; Missions and objectives; Market segmentation, targeting and positioning; The formulation of strategy; The formulation of strategy; The formulation of strategy; How might we get there? Strategic choice; The strategic management of the marketing mix; Which way is best? Strategic evaluation; Criteria of choice; Modelling approaches 1; Modelling approaches 2; How can we ensure arrival? Problems to overcome; Management control; Management control; Bibliography; Index

Promotional Information

* Gain a comprehensive knowledge of the evolution of the 'Intelligent Skin' * Explores a new approach to Intelligent Buildings, focusing on the fabric of the building responding to external changes and internal demands * Includes over twenty cutting-edge international case studies

About the Author

Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK. Visiting Professor at the University of Sao Paulo, Brazil The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future

Reviews

"I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today."

Professor Michael J Baker, University of Strathclyde