Strategic Marketing Planning - Softcover

Gilligan, Colin; Wilson, R. M. S.

4.2

10 ratings by Goodreads

9780750622462: Strategic Marketing Planning

Softcover

ISBN 10: 0750622466 ISBN 13: 9780750622462

Publisher: Butterworth-Heinemann, 2003

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Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process.

Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include:

* Emarketing, strategic thinking and competitive advantage
* The significance of vision and how this needs to drive the planning process
* Hypercompetition and the erosion of competitive advantage
* The growth and status of relationship marketing
* Each chapter contains a series of expanded illustrations

* Leading authors in this sector.
* Builds on the success and reputation of Wilson and Gilligan's 'Strategic Marketing Management'.
* Focusses on the critical 'planning' aspects of vital importance to students and practitioners.

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About the Author:

The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future

Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK. Visiting Professor at the University of Sao Paulo, Brazil

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