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Informationen zum Autor Richard M.S. Wilson Klappentext This third edition of Strategic Marketing Management confirms it 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 third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering: * The changing role of marketing * Approaches to analysing marketing capability * E-marketing * Branding * Customer relationship management * Relationship management myopia * The decline of loyalty The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma. * Further materials include: Tutor Resource Pack and "Evolve" site *Contains chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix'. This book covers the changing role of marketing, approaches to analysing marketing capability, E-marketing, branding, customer relationship management, relationship management myopia, and the decline of loyalty.Preface; Overview of the book’s structure; Introduction; Where are we now? Strategic and marketing analysis; Marketing auditing and the analysis of capability; Segmental, productivity and ratio analysis; Approaches to environmental analysis; Approaches to customer analysis; Where do we want to be? Strategic direction and strategic formulation; Missions and objectives; Market segmentation, targeting and positioning; The formulation of strategy; The formulation of strategy; The formulation of strategy; How might we get there? Strategic choice; The strategic management of the marketing mix; Which way is best? Strategic evaluation; Criteria of choice; Modelling approaches 1; Modelling approaches 2; How can we ensure arrival? Problems to overcome; Management control; Management control; Bibliography; Index...
