Ulteriori informazioni
Sommario
1. Introduction 2. Strategic Marketing and the Marketing Plan Stage One: Where Are We Now? Strategic and Marketing Analysis 3. Marketing Auditing and the Analysis of Capability 4. Segmental, Productivity and Ratio Analysis 5. Market and Environmental Analysis 6. Approaches to Customer Analysis 7. Approaches to Competitor Analysis Stage Two: Where do we Want to Be? Strategic Direction and Strategy Forumation 8. Missions and Objectives 9. Market Segmentation, Targeting and Positioning 10. The Formulation of Strategy 1. Analysing the Product Portfolio 11. The Formulation of Strategy 2: Generic Strategies and the Significance of Competitive Advantage 12. The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers
Info autore
Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK.
Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University, UKand Visiting Professor of Marketing at Newcastle Business School, UK.
Tony Hines is Professor of Marketing at Manchester Metropolitan Business School, UK.
Riassunto
Strategic Marketing Planning is an evolution from Wilson and Gilligan’s classic textbook Strategic Marketing Management for students or courses that are covering marketing strategy, but without the implementation or control aspects. Like its predecessor, its focus is on simple questions: Where are we now? And where do we want to be?
This third edition of a hugely successful text has a fresh new colour layout and substantial new content and revisions, including:
Additional pedagogy in the form of case exercises and activities and end of chapter questions
The digital marketplace and consumer
Contemporary issues in strategic marketing planning
International marketing
The book also includes a new collection of international cases studies, and includes a suite of teaching aids including an instructor’s guide and PowerPoint slides.
This new edition ensures this textbook it will remain a key resource for students of business and marketing. It’s the perfect choice of text for tutors that want to teach how to think strategically about operational marketing without focusing on the details of implementation.
