Strategic marketing management : planning, implementation, and control /
Wilson, R. M. S.
Strategic marketing management : planning, implementation, and control / Richard M.S. Wilson and Colin Gilligan. - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, 1997 - xx, 827 p. : ill. ; 29 cm. + pbk. - The marketing series, Student . - Marketing series (London, England). Student .
Previous ed.: 1992.
Bibliography: (pages 791-811) and indexes.
Introduction -- Stage One: Where are we now? Strategic and marketing analysis -- Marketing auditing and SWOT analysis -- Segmental, productivity and ratio analysis -- Approaches to competitor analysis -- Approaches to customer analysis -- Stage Two: Where do we want to be? Strategic direction and strategy formulation -- Missions and objectives -- Structural, market and environmental analysis -- Market segmentation, targeting and positioning -- The formulation of strategy 1: analysing the product portfolio -- The formulation of strategy 2: generic strategies for leaders, followers, challengers and nichers -- Stage Three: How might we get there? Strategic choice -- Product and new product strategies -- Pricing policies and strategies -- The promotional plan -- The distribution plan -- Stage Four: Which way is best? Strategic evaluation -- Criteria of choice -- Modelling approaches - 1 -- Modelling approaches - 2 -- Stage Five: How can we ensure arrival? Strategic implementation and control -- Problems to overcome -- Management control - 1 -- Management control - 2.
075062244X
98115257
Marketing--Management
658.802
Strategic marketing management : planning, implementation, and control / Richard M.S. Wilson and Colin Gilligan. - 2nd ed. - Oxford ; Boston : Butterworth-Heinemann, 1997 - xx, 827 p. : ill. ; 29 cm. + pbk. - The marketing series, Student . - Marketing series (London, England). Student .
Previous ed.: 1992.
Bibliography: (pages 791-811) and indexes.
Introduction -- Stage One: Where are we now? Strategic and marketing analysis -- Marketing auditing and SWOT analysis -- Segmental, productivity and ratio analysis -- Approaches to competitor analysis -- Approaches to customer analysis -- Stage Two: Where do we want to be? Strategic direction and strategy formulation -- Missions and objectives -- Structural, market and environmental analysis -- Market segmentation, targeting and positioning -- The formulation of strategy 1: analysing the product portfolio -- The formulation of strategy 2: generic strategies for leaders, followers, challengers and nichers -- Stage Three: How might we get there? Strategic choice -- Product and new product strategies -- Pricing policies and strategies -- The promotional plan -- The distribution plan -- Stage Four: Which way is best? Strategic evaluation -- Criteria of choice -- Modelling approaches - 1 -- Modelling approaches - 2 -- Stage Five: How can we ensure arrival? Strategic implementation and control -- Problems to overcome -- Management control - 1 -- Management control - 2.
075062244X
98115257
Marketing--Management
658.802