Strategic marketing planning [[Book] /]Colin Gilligan and Richard M.S. Wilson.
Von: Gilligan, Colin.
Mitwirkende(r): Wilson, R. M. S. (Richard Malcolm Sano).
Materialtyp:
BuchVerlag: Amsterdam ; Boston ; London : Elsevier/Butterworth-Heinemann, 2009Auflage: 2nd ed.Beschreibung: x, 552 p. : ill. ; 25 cm.ISBN: 9781856176170.Schlagwörter: Marketing -- ManagementDDC-Klassifikation: 658.802 | Medientyp | Aktueller Standort | Signatur | Exemplarnr. | Status | Fälligkeitsdatum |
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6october 1203 | 658.802 G S (Regal durchstöbern) | 1 | Verfügbar |
Regale von 6october durchstöbern , Standort: 1203 Regal ausblenden
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| 658.802 F M Marketing strategy | 658.802 FM Marketing strategy | 658.802 G.M Tutorial to accompany Marketing engineering | 658.802 G S Strategic marketing planning | 658.802 H M Marketing planning | 658.802 J.M Marketing planning & strategy | 658.802 K M Marketing of hospitality and tourism services |
Previous ed.: 2003.
Includes bibliographical references (p. 519-535) and index.
1. Introduction -- 2. Strategic Marketing Planning and the Marketing Plan -- Stage 1. Where Are We Now? Strategic and Marketing Analysis -- 3. Marketing Auditing and the Analysis of Capability -- 4. Segmental, Productivity and Ratio Analysis -- 5. Market and Environmental Analysis -- 6. Approaches to Customer Analysis -- 7. Approaches to Competitor Analysis -- Stage 2. Where do We Want to Be? Strategic Direction and Strategy Formulation -- 8. Missions and Objectives -- 9. Market Segmentation, Targeting and Positioning -- 10. Formulation of Strategy 1: Analysing the Product Portfolio -- 11. Formulation of Strategy 2: Generic Strategies and the Significance of Competitive Advantage -- 12. Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers.
All age.
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