MTU Cork Library Catalogue

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

By: Wilson, R. M. S. (Richard Malcolm Sano).
Contributor(s): Gilligan, Colin | Chartered Institute of Marketing.
Material type: materialTypeLabelBookSeries: Marketing series (London, England)Student: Publisher: Oxford ; Boston : Butterworth-Heinemann, 1997 (1998)Edition: 2nd ed.Description: xx, 827 p. : ill. ; 29 cm. + pbk.ISBN: 075062244X.Subject(s): Marketing -- ManagementDDC classification: 658.802
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00076079
Total holds: 0

Enhanced descriptions from Syndetics:

Strategic Marketing Management is now well established 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 edition builds on the strengths of the original text, making it essential reading for everyone studying the management of marketing.

New features for this edition include:
Expanded coverage of a number of important topics, including relationship marketing, internal marketing, market research and marketing logistics
Greater emphasis throughout on marketing implementation
Mini-cases and questions in every chapter to reinforce the key points raised

Essential reading for the CIM Diploma paper
Supported by a comprehensive Tutor Resource Pack

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.

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

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