000			01726cam a2200313 a 4500
005			20150706003936.0
008			090523s2009 ne a b 001 0 eng
016	7		_a 014845766
020			_a9781856176170
040			_aCaOGU _beng _cUKM _dYDXCP
050		4	_aHF5415.13 _b.G49 2009
060			_bG S
082	0	4	_a658.802 _222
084			_a658.802 _bG S
100	1		_aGilligan, Colin.
245	1	0	_aStrategic marketing planning _h[[Book] /] _cColin Gilligan and Richard M.S. Wilson.
250			_a2nd ed.
260			_aAmsterdam ; _aBoston ; _aLondon : _bElsevier/Butterworth-Heinemann, _c2009.
300			_ax, 552 p. : _bill. ; _c25 cm.
500			_aPrevious ed.: 2003.
504			_aIncludes bibliographical references (p. 519-535) and index.
505	0		_a1. 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.
521			_aAll age.
650		0	_aMarketing _xManagement.
700	1		_aWilson, R. M. S. _q(Richard Malcolm Sano)
001			0000073791
003			0000
942			_cBK
999			_c50538 _d50538