Strategic Marketing Management - Planning, Implementation and Control

Summary

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.

Product details

• Authors: Colin Gilligan, Gilligan Colin, Richard M.S. Wilson, Richard M.s. (Loughborough University Wilson
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 28.07.2017
• EAN: 9781138441224
• ISBN: 978-1-138-44122-4
• No. of pages: 882
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Economics, Business and Management, BUSINESS & ECONOMICS / Economics / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Sales & Selling / General, Business & management, Sales & marketing management, Sales & marketing, Sales and marketing, Sales and marketing management