Gilligan, Colin. <br/><br/>
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. 
<br/><br/> Previous ed.: 2003. 
<br/><br/>Includes bibliographical references (p. 519-535) and index. 
<br/><br/>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. 
<br/><br/> All age. 
<br/><br/><label>ISBN: </label>9781856176170 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>014845766  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF5415.13  / .G49 2009 
<br/><br/><label>Dewey Class. No.: </label>658.802 
<br/><br/><label>National Library of Medicine Call No.: </label> / G S