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Strategic Marketing Management: Planning, Implementation and Control (Marketing Series: Student) - Marketing Series: Student
Strategic Marketing Management: Planning, Implementation and Control (Marketing Series: Student) - Marketing Series: Student
paperback
Published:
1 October, 1997
paperback
Published:
1 October, 1997
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Description
Strategic Marketing Management is now well established as the classic textbook on the subject. Its step by step approach provides comprehensive coverage of the five key strategic stages: *Where are we now? Strategic and marketing analysis *Where do we want to be? Strategic direction and strategy formulation *How might we get there? Strategic choice *Which way is best? Strategic evaluation *How can we ensure arrival? Strategic implementation and control. This new, revised and updated edition builds on the strengths of the original text, making it essential reading for everyone studying the management of marketing. New features for this edition include: Expanded coverage of a number of important topics, including relationship marketing, internal marketing, market research and marketing logistics Greater emphasis throughout on marketing implementation Mini-cases and questions in every chapter to reinforce the key points raised
More Details
| Type | Book |
|---|---|
| ISBN13 | 9780750622448 |
| ISBN10 | 075062244X |
| Number Of Pages | 700 |
| Item Weight | 1721 g |
| Product Dimensions | 198 x 43 x 287 mm |
| Publisher / Reseller | Butterworth-Heinemann Ltd |
| Format | paperback |
| Edition | 2nd Revised edition |
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Media Reviews
I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today.' Professor Michael J Baker, University of Strathclyde.
GoodReads Reviews
Author's Bio
The author of twelve books, Colin Gilligan is a fellow of the Chartered Institute of Marketing and a member of the Institute's Senate. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future.