Strategic marketing planning

By:

Gilligan, Colin

Contributor(s):

Wilson, R M S

Material type: Text

TextPublication details: Oxon: Routledge, 2012.Edition: 2nd EditionDescription: x, 552 pages : illustrationsISBN:

9781856176170
1856176177

DDC classification:

658.802 GIL

Contents:

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.

Summary: '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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	658.802 GIL (Browse shelf(Opens below))	Available		013809

Total holds: 0

Browsing Main Library shelves, Shelving location: Stacks, Collection: Reference Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.8 WIL The fundamentals and practice of marketing	658.8 YES Integrated marketing communications 1999-2000.	658.802 FIF Strategic Marketing Management 1999-2000: Planning and Control, Analysis and Decision	658.802 GIL Strategic marketing planning	658.802 LUT The marketing plan : how to prepare and implement it	658.81 AND Professional Sales Management	658.81 GUP Sales Management: In the Indian Perspective	Next

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.

There are no comments on this title.

to post a comment.