Strategic Marketing Management

Planning, Implementation & Control

Richard M. S. Wilson, Colin Gilligan - Collection Marketing

867 pages, parution le 08/12/2004 (3^eme édition)

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Résumé

This third edition of Strategic Marketing Management: Planning, implementation & control 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 revised and updated edition has totally 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
The decline of loyalty

Retaining the key features that make it essential reading for all those studying the management of the strategic elements of marketing, the book puts strong emphasis on implementation, with 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 a key resource for undergraduate and graduate students of business and marketing, and a core text for students of the Professional Postgraduate Diploma in Marketing.

L'auteur - Richard M. S. Wilson

Richard M. S. Wilson is Professor of Business Administration at Loughborough University Business School and Visiting Research Professor at The Open University Business School.

L'auteur - Colin Gilligan

Colin Gilligan is Professor of Marketing at Sheffield Hallam University, a Visiting Professor at Northumbria University and a visiting faculty member at NIMBAS Graduate School of Management in The Netherlands. He is the author/co-author of books on marketing, advertising and business decision making and over the past decade has carried out management consulting and development assignments for a wide variety of organisations in both the private and the public sectors. Amongst the clients with whom he has worked are BBC Worldwide, Scottish Courage, Microsoft, The Institute of Directors, Kellogg's, Johnson & Johnson, Nissan Europe, Shell Oils, and The British Council.

Professor Gilligan is a Fellow of the Chartered Institute of Marketing and was a member of the Institute's Academic Senate from 1996-2000.

Sommaire

Preface
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

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Elsevier
Auteur(s)	Richard M. S. Wilson, Colin Gilligan
Collection	Marketing
Parution	08/12/2004
Édition	3^eme édition
Nb. de pages	867
Format	21 x 28
Couverture	Broché
Poids	2179g
Intérieur	2 couleurs
EAN13	9780750659383
ISBN13	978-0-7506-5938-3