Strategic marketing management : planning, implementation and control (Book, 2005) [WorldCat.org]
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Strategic marketing management : planning, implementation and control

Author: R M S Wilson; Colin Gilligan
Publisher: Amsterdam ; Boston ; London : Elsevier/Butterworth-Heinemann, 2005.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:
"Retaining the key features that make it essential reading for all those studying the management of the strategic elements of marketing, the book puts strong emphasis on implementation, with 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 a key resource for undergraduate and graduate students of business  Read more...
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Details

Genre/Form: Lehrbuch
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: R M S Wilson; Colin Gilligan
ISBN: 0750659386 9780750659383
OCLC Number: 56640169
Notes: Previous edition: 1997.
Description: xii, 867 pages : illustrations ; 28
Contents: 1. Introduction --
Stage one: where are we now? Strategic and marketing analysis: --
2. Marketing auditing and the analysis of capability --
3. Segmental, productivity and ratio analysis --
4. Market and environmental analysis --
5. Approaches to customer analysis --
6. Approaches to competitor analysis --
Stage two: where do we want to be? Strategic direction and strategic formulation: --
7. Missions and objectives --
8. Market segmentation, targeting and positioning --
9. The formulation of strategy --
1 : Analysing the product portfolio --
10. The formulation of strategy --
2 : generic strategies and the significance of competitive advantage --
11. The formulation of strategy --
3 : strategies for leaders, followers, challengers and nichers --
Stage three: how might we get there? Strategic choice: --
12. The strategic management of the marketing mix --
Stage four: which way is best? Strategic evaluation: --
13. Criteria of choice --
14. Modelling approaches --
1 --
15. Modelling approaches --
2 --
Stage five: how can we ensure arrival? Strategic implementation and control: --
16. Problems to overcome --
17. Management control --
1 --
18. Management control --
2.
Responsibility: Richard M.S. Wilson and Colin Gilligan.

Abstract:

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  Read more...

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Publisher Synopsis

"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

 
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