Strategic marketing management : planning, implementation, and control

著者

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

書誌事項

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

注記

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

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

内容説明・目次

内容説明

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.

目次

• 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.

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詳細情報

• NII書誌ID(NCID): BA14381584
• ISBN:
  • 0750603291
• LCCN: 91029728
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Oxford [England]
• ページ数/冊数: xx, 644 p.
• 大きさ: 29 cm
• 分類:
  • LCC : HF5415.13
  • DC20 : 658.8/02
  • NDC7 : 675.2
• 件名:
  • LCSH : Marketing -- Management
• 親書誌ID:
  • BA00527772