Strategic Marketing Management: Planning, implementation and conrol - Couverture souple

Wilson, Richard M.S.; Gilligan, Colin

Couverture souple

ISBN 10 : 0750659386 ISBN 13 : 9780750659383

Editeur : Butterworth-Heinemann Ltd, 2004

Synopsis

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.

A propos du livre

À propos de l'auteur

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

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 2004
• Langue: anglais
• ISBN 10: 0750659386
• ISBN 13: 9780750659383
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 882
• Coordonnées du fabricant: Routledge; https://www.routledge-ny.com/; ; Stockst?dter Str. 20; Gro?ostheim; Bayern; Allemagne