Strategic Marketing Planning: 2nd Edition (Paperback) book cover

Strategic Marketing Planning

2nd Edition

By Colin Gilligan, Richard M.S. Wilson

Routledge

576 pages

Purchasing Options:$ = USD
Paperback: 9781856176170
pub: 2009-03-27
$64.95
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Hardback: 9781138133952
pub: 2015-11-02
$185.00
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eBook (VitalSource) : 9780080912127
pub: 2010-05-04
from $32.48


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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

Table of Contents

Marketing auditing and SWOT analysis; Segmental and productivity analysis; Environmental analysis; Customer and competitor analysis; Market segmentation; Formulation and implementation of marketing strategy.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS041000
BUSINESS & ECONOMICS / Management
BUS043000
BUSINESS & ECONOMICS / Marketing / General

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