Strategic Marketing Planning
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, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes:
* Changing corporate perspectives on the role of strategic marketing activity
* Changing social structures and the rise of social tribes
* The significance of the new consumer and how the new consumer needs to be managed
* New thinking on market segmentation
* Changing routes to market
* Developments in e-marketing
* Changing environmental structures and pressures
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achieved advertising approach areas argued attack basis behaviour brand buyers buying capability cent Chapter company’s competences competitive advantage competitor analysis competitors consumer corporate cycle detail differentiation e-marketing easyJet effective emergence emphasis environment environmental example factors firms focus focused greater growth highlighted identify illustrated in Figure implications increase industry influence innovation investment involves levels long-term loyalty major manufacturers market leader market segments market share marketing costs marketing effectiveness marketing mix marketing planner marketing planning marketing strategy Marks & Spencer matrix mission statement objectives operating organization organization’s organizational patterns performance planner needs planning process position potential profit ratio recognize relationship relationship marketing relative response result Ryanair Sales revenue SBUs sector seen significant stage Strategic Marketing Planning strategist needs structure success suggests Sun Tzu suppliers sustainable competitive advantage target Tesco thinking tion typically understanding Wal-Mart