The Leading eBooks Store Online 4,272,009 members ⚫ 1,419,367 ebooks

New to eBooks.com?

Learn more

Strategic Marketing Management

Strategic Marketing Management by Richard M.S. Wilson
Buy this eBook
US$ 80.95
(If any tax is payable it will be calculated and shown at checkout.)

This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages:

* Where are we now? - Strategic and marketing analysis
* Where do we want to be? - Strategic direction and strategy formulation
* How might we get there? - Strategic choice
* Which way is best? - Strategic evaluation
* How can we ensure arrival? - Strategic implementation and control

This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering:

* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

Taylor and Francis; August 2012
882 pages; ISBN 9781136362514
Read online, or download in secure EPUB or secure PDF format
Title: Strategic Marketing Management
Author: Richard M.S. Wilson; Colin Gilligan
 
  • News
  • Contents
No entry found
ISBNs
0080468578
9780080468570
9780750659383
9781136362514
9781136362521