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Home » Books » Business » Marketing » General

Strategic Marketing Management

Planning, Implementation and Control

By Richard M. S. Wilson, Colin Gilligan, Dr. Tony Hines

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Format: Paperback, 882 pages, 3rd Revised edition Edition
Other Information: Illustrated
Published In: United Kingdom, 01 January 2005
This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages:

* Where are we now? - Strategic and marketing analysis
* Where do we want to be? - Strategic direction and strategy formulation
* How might we get there? - Strategic choice
* Which way is best? - Strategic evaluation
* How can we ensure arrival? - Strategic implementation and control

This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering:

* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

* Further materials include: Tutor Resource Pack and "Evolve" site *

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

EAN: 9780750659383
ISBN: 0750659386
Publisher: Elsevier Butterworth Heinemann
Dimensions: 28 x 21 x 4.4 centimetres (2.19 kg)
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