Strategic marketing management : planning, implementation, and control

Author(s)

• Wilson, R. M. S. (Richard Malcolm Sano)
• Gilligan, Colin
• Pearson, David J.
• Chartered Institute of Marketing

Bibliographic Information

Strategic marketing management : planning, implementation, and control

Richard M.S. Wilson and Colin Gilligan with David J. Pearson

（The Marketing series, . Student）

Butterworth-Heinemann, 1992

Note

"Published in association with the Chartered Institute of Marketing."

Includes bibliographical references (p. [616]-634) and index

Description and Table of Contents

Description

This text has been designed specifically to meet the requirements of the Institute of Marketing's Planning and Control Syllabus. It should also be useful to a variety of other students at Diploma (BTEC) and undergraduate level (eg, BA Business Studies) seeking a detailed treatment of the nature of marketing planning and control. The book's 18 chapters have been structured in such a way that the student is taken through the five major areas of strategic marketing planning and control: where are we now (strategic and marketing analysis)?; where do we want to go (strategic direction and strategy formulation)?; how might we get there (strategic choice)?; which way is best (strategic evaluation)?; and how can we ensure arrival (strategic implementation and control)? The book refers to recent research findings and to good practice.

Table of Contents

• Where are we now? - strategic and marketing analysis
• marketing auditing and swot analysis
• segmental, productivity and ratio analysis
• approaches to competitive analyis
• approaches to customer analysis
• where do we want to be? - strategic direction and strategy formulation
• missions and objectives
• structural, market and environmental analysis
• market segmentation
• targeting and positioning
• the formulation of strategy - analyzing the product portfolio, generic strategies for leaders, followers, challengers and nichers
• how might we get there? - strategic choice
• pricing policies and strategies
• the promotional plan
• the distribution plan
• which way is best? - strategic evaluation
• criteria of choice
• modellingg approaches
• how can we ensure arrival? - strategic implementation and control
• problems to overcome
• management controls.

by "Nielsen BookData"

Details

• NCID: BA14381584
• ISBN:
  • 0750603291
• LCCN: 91029728
• Country Code: uk
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Oxford [England]
• Pages/Volumes: xx, 644 p.
• Size: 29 cm
• Classification:
  • LCC : HF5415.13
  • DC20 : 658.8/02
  • NDC7 : 675.2
• Subject Headings:
  • LCSH : Marketing -- Management
• Parent Bibliography ID:
  • BA00527772