TY  - BOOK
AU  - Gilligan, Colin 
AU  - Wilson,  R M S 
TI  - Strategic marketing planning
SN  - 9781856176170 
U1  - 658.802 
PY  - 2012///
CY  - Oxon
PB  - Routledge
N1  - 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
N2  - 	
'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
ER  -