Strategic Marketing Management: Planning, Implementation and Control

ISBN-13: 9781138441224 / Angielski / Twarda / 2017

Richard Wilson

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

Introduction; Part 1 Marketing auditing and the analysis of capability; Part 2 Segmental, productivity and ratio analysis; Part 3 Market and environmental analysis; Part 4 Approaches to customer analysis; Part 5 Approaches to competitor analysis; Part 6 and objectives; Part 7 Market segmentation, targeting and positioning; Part 8 The formulation of strategy – 1: analysing the product portfolio; Part 9 The formulation of strategy – 2: generic strategies and the significance of competitive advantage; Part 10 The formulation of strategy – 3: strategies for leaders, followers, challengers and nichers; Part 11 The strategic management of the marketing mix; Part 12 Criteria of choice; Part 13 Modelling approaches – 1; Part 14 Modelling approaches – 2; Part 15 Problems to overcome; Part 16 Management control – 1; Part 17 Management control – 2;

O autorze

Richard M.S. Wilson