Ulteriori informazioni
Sommario
1. Introduction; Where are we now? Strategic and marketing analysis 2. Marketing auditing and the analysis of capability 3. Segmental, productivity and ratio analysis 4. Approaches to environmental analysis 5. Approaches to customer analysis 6. Where do we want to be? Strategic direction and strategic formulation 7. Missions and objectives; Market segmentation, targeting and positioning 8. The formulation of strategy; The formulation of strategy 9. The formulation of strategy; How might we get there? 10. Strategic choice; The strategic management of the marketing mix 11. Which way is best? 12. Strategic evaluation 13. Criteria of choice 14. Modelling approaches 1 15. Modelling approaches 2 16. How can we ensure arrival? Problems to overcome 17. Management control
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
Where are we now? Where do we want to be? How do we get there? Which way is best? And how can we ensure arrival?
Strategic Marketing Management earned its place as a classic textbook by building marketing strategy around a few simple questions. This immediately accessible structure has long made it the go-to textbook for intelligent marketing students that want to take a strategic view of marketing’s core principles.
This book also includes a lucid section on the challenging topic of management control, making it the only core textbook to cover every strategic stage of the marketing planning process so completely.
This long-awaited fourth edition combines this text’s popular features, like its summative tables and careful balance of theory with topical examples and vignettes, with 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
Methods for marketing environment analysis
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 brings this authoritative and influential textbook into the heart of today’s challenging market environment, and ensures it will remain a key resource for students of business and marketing.
