Strategic marketing planning - Gilligan, Colin; Wilson, R. M. S. (Richard Malcolm Sano) (Amsterdam ; Boston ; London : Elsevier/Butterworth-Heinemann, 2009)
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.
Previous ed.: 2003.
Includes bibliographical references (p. 519-535) and index.
All age.
Keywords: Marketing -- Management