Strategic Marketing Management: Planning, implementation and control - Softcover

Wilson, Richard M.S.; Gilligan, Colin

Softcover

ISBN 10: 0750659386 ISBN 13: 9780750659383

Verlag: Routledge, 2004

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

Richard M.S. Wilson

Von der hinteren Coverseite

The 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

The new revised and updated third edition has totally 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 Professional Postgraduate Diploma.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2004
• Sprache: Englisch
• ISBN 10: 0750659386
• ISBN 13: 9780750659383
• Einband: Tapa blanda
• Auflage: 3
• Anzahl der Seiten: 882
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar