Strategic Marketing Management: Planning, Implementation and Control (Marketing Series: Student)

Beschreibung:

Strategic Marketing Management is now well established 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 edition builds on the strengths of the original text, making it essential reading for everyone studying the management of marketing. New features for this edition include: Expanded coverage of a number of important topics, including relationship marketing, internal marketing, market research and marketing logistics Greater emphasis throughout on marketing implementation Mini-cases and questions in every chapter to reinforce the key points raised. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Bestandsnummer des Verkäufers GOR001386622

Diesen Artikel melden

Inhaltsangabe:

Über die Autorin bzw. den Autor: The author of twelve books, Colin Gilligan is a fellow of the Chartered Institute of Marketing and a member of the Institute's Senate. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future.