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Strategic marketing planning

By: Gilligan, ColinContributor(s): Wilson, R M SMaterial type: Text

TextPublication details: Oxon: Routledge, 2012Edition: 2nd EditionDescription: x, 552 pages : illustrationsISBN: 9781856176170 ; 1856176177DDC classification: 658.802

Contents:

Strategic marketing planning and the marketing plan -- Marketing auditing and the analysis of capability -- Segmental, productivity and ratio analysis -- Market and environmental analysis -- Approaches to customer analysis -- Approaches to competitor analysis -- Missions and objectives -- Market segmentation, targeting and positioning -- The formulation of strategy 1: analysing the product portfolio -- The formulation of strategy 2: generic strategies and the significance of competitive advantage -- The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.

Summary: 'Strategic Marketing Planning' takes the reader step-by-step through the formulation and implementation of marketing strategy. Each chapter contains a number of expanded examples as well as a series of test questions and exercises.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	658.802 GIL (Browse shelf(Opens below))	Available		013809

Total holds: 0

Includes Bibliography, index

Strategic marketing planning and the marketing plan --
Marketing auditing and the analysis of capability --
Segmental, productivity and ratio analysis --
Market and environmental analysis --
Approaches to customer analysis --
Approaches to competitor analysis --
Missions and objectives --
Market segmentation, targeting and positioning --
The formulation of strategy 1: analysing the product portfolio --
The formulation of strategy 2: generic strategies and the significance of competitive advantage --
The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.

'Strategic Marketing Planning' takes the reader step-by-step through the formulation and implementation of marketing strategy. Each chapter contains a number of expanded examples as well as a series of test questions and exercises.

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