000			03188nam a2200325 a 4500
003			CUTN
005			20250225104707.0
008			971006s1997 enka 00 eng
020			_a9781032197265
041			_aEnglish
049			_le
082			_a658.8 _bWIL
100	1		_aWilson, Richard M. S.
100	1		_q(Richard Malcolm Sano), _d1946-
245	1	0	_aStrategic marketing management : _bplanning, implementation and control / _cRichard M.S. Wilson and Colin Gilligan.
250			_a3rd ed.
260			_aNY : _bRoutledge, _cc2005.
300			_a867 p ; _c30 cm.
500			_aPublished on behalf of the Chartered Institute of Marketing.
500			_aPrevious ed.: 1992.
504			_aIncludes bibliographical references and index.
505			_tPreface; 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
520			_aThis 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.
650		0	_aMarketing
650		0	_xManagement.
700	1		_aGilligan, Colin.
710	2		_aChartered Institute of Marketing.
907			_a.b16663949
942			_2ddc _cBOOKS
999			_c44055 _d44055