Strategic marketing management : planning, implementation and control / Richard M.S. Wilson and Colin Gilligan.

By:

Wilson, R. M. S. (Richard Malcolm Sano), 1946-

Contributor(s):

Gilligan, Colin

Material type: Text

TextPublication details: Amsterdam ; Boston ; London : Elsevier/Butterworth-Heinemann, 2005.Edition: 3rd edDescription: xii, 867 p. : ill. ; 28ISBN:

0750659386 (pbk.)

Subject(s):

DDC classification:

658.802 WIL

Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Standard Loan	Moylish Library Main Collection	658.802 WIL (Browse shelf(Opens below))	1	Available	39002100363283
Standard Loan	Moylish Library Main Collection	658.802 WIL (Browse shelf(Opens below))	2	Available	39002100394171
Standard Loan	Moylish Library Main Collection	658.802 WIL (Browse shelf(Opens below))	3	Available	39002100449777

Enhanced descriptions from Syndetics:

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.

Previous ed.: 1997.

Includes bibliographical references (p. [813]-851) and index.

Table of contents provided by Syndetics

Introduction
Where are we now? Strategic 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