Strategic Marketing Management: Planning, Implementation and Control

ISBN-13: 9780750659383 / Angielski / Miękka / 2004 / 867 str.

Colin Gilligan

Opis

Contains chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix'. This book covers the changing role of marketing, approaches to analysing marketing capability, E-marketing, branding, customer relationship management, relationship management myopia, and the decline of loyalty.

Recenzje

"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

Spis treści

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

O autorze

Richard M.S. Wilson