Title:
Strategic marketing planning
Author:
Gilligan, Colin.
ISBN:
9781856176170
Personal Author:
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.
Added Author: