Strategic marketing planning
Gilligan, Colin
Strategic marketing planning - 2nd Edition - Oxon: Routledge, 2012. - x, 552 pages : illustrations ;
Includes Bibliography, index
Strategic marketing planning and the marketing plan --
Marketing auditing and the analysis of capability --
Segmental, productivity and ratio analysis --
Market and environmental analysis --
Approaches to customer analysis --
Approaches to competitor analysis --
Missions and objectives --
Market segmentation, targeting and positioning --
The formulation of strategy 1: analysing the product portfolio --
The formulation of strategy 2: generic strategies and the significance of competitive advantage --
The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.
'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.
9781856176170 1856176177
658.802 / GIL
Strategic marketing planning - 2nd Edition - Oxon: Routledge, 2012. - x, 552 pages : illustrations ;
Includes Bibliography, index
Strategic marketing planning and the marketing plan --
Marketing auditing and the analysis of capability --
Segmental, productivity and ratio analysis --
Market and environmental analysis --
Approaches to customer analysis --
Approaches to competitor analysis --
Missions and objectives --
Market segmentation, targeting and positioning --
The formulation of strategy 1: analysing the product portfolio --
The formulation of strategy 2: generic strategies and the significance of competitive advantage --
The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.
'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.
9781856176170 1856176177
658.802 / GIL