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Colin Gilligan | Richard M.S. Wilson

Strategic Marketing Planning

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★★★★★
€68.99
A01=Colin Gilligan
A01=Richard M.S. Wilson
advanced marketing planning process
advantage
audit
Author_Colin Gilligan
Author_Richard M.S. Wilson
Boston Consulting Group's Growth
Boston Consulting Group’s Growth
Cash Cow
Category=KJS
competitive
consumer behaviour analysis
corporate marketing perspectives
De Kare Silver
DPM
e-marketing strategies
environmental scanning
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Functional Costs
industry
Life Cycle
market segmentation theory
Marketing Audit
Marketing Cost Analysis
Marketing Planner
Marketing Planning
Marketing Planning Process
Mission Statement
mix
Om Er
Organization's SBUs
Organizational DNA
Organization’s SBUs
PIMS Database
planner
Portfolio Analysis
Pr Ic
process
Product Life Cycle
Rst Century
Shell's DPM
Shell’s DPM
social tribe dynamics
Stage
Strategic Marketing Planning
Strategic Marketing Planning Process
strategy
swiss
Swiss Watch Industry
watch

Product details

  • ISBN 9781856176170
  • Weight: 1420g
  • Dimensions: 189 x 246mm
  • Publication Date: 27 Mar 2009
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process.

Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes:
* Changing corporate perspectives on the role of strategic marketing activity
* Changing social structures and the rise of social tribes
* The significance of the new consumer and how the new consumer needs to be managed
* New thinking on market segmentation
* Changing routes to market
* Developments in e-marketing
* Changing environmental structures and pressures
About Colin Gilligan | Richard M.S. Wilson
The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK. Visiting Professor at the University of Sao Paulo, Brazil