Strategic marketing planning [[Book] /]
Colin Gilligan and Richard M.S. Wilson.
- 2nd ed.
- Amsterdam ; Boston ; London : Elsevier/Butterworth-Heinemann, 2009.
- x, 552 p. : ill. ; 25 cm.
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.