Strategic marketing planning
by
Gilligan, Colin.
Title
:
Strategic marketing planning
Author
:
Gilligan, Colin.
ISBN
:
9781856176170
Personal Author
:
Gilligan, Colin.
Edition
:
2nd ed.
Publication Information
:
Oxford : Butterworth-Heinemann, 2009.
Physical Description
:
x, 552 p. : ill. ; 25 cm.
General Note
:
Previous ed.: 2003.
Formerly CIP.
Contents
:
1. Introduction -- 2. Strategic Marketing Planning and the Marketing Plan -- Stage 1. Where Are We Now? Strategic and Marketing Analysis -- 3. Marketing Auditing and the Analysis of Capability -- 4. Segmental, Productivity and Ratio Analysis -- 5. Market and Environmental Analysis -- 6. Approaches to Customer Analysis -- 7. Approaches to Competitor Analysis -- Stage 2. Where do We Want to Be? Strategic Direction and Strategy Formulation -- 8. Missions and Objectives -- 9. Market Segmentation, Targeting and Positioning -- 10. The Formulation of Strategy 1: Analysing the Product Portfolio -- 11. The Formulation of Strategy 2: Generic Strategies and the Significance of Competitive Advantage -- 12. The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers.
Abstract
:
'Strategic Marketing Planning' takes the reader step-by-step through the formulation and implementation of marketing strategy. Each chapter contains a number of expanded examples as well as a series of test questions and exercises.
Subject Term
:
Marketing -- Planning.
Marketing -- Management.
Added Author
:
Wilson, R. M. S. (Richard Malcolm Sano)
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168025589363 | 658.802 G481S 2009 | 1 |