Strategic Marketing Planning

Front Cover
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, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include:

* Emarketing, strategic thinking and competitive advantage
* The significance of vision and how this needs to drive the planning process
* Hypercompetition and the erosion of competitive advantage
* The growth and status of relationship marketing
* Each chapter contains a series of expanded illustrations
 

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Contents

Chapter 2 Strategic marketing planning and the marketing plan
41
Where are we now? Strategic and marketing analysis
75
Chapter 3 Marketing auditing and the analysis of capability
77
Chapter 4 Segmental productivity and ratio analysis
127
Chapter 5 Approaches to competitor analysis
173
Chapter 6 Approaches to customer analysis
219
Where do we want to be? Strategic direction and strategy formulation
285
Chapter 7 Missions and objectives
289
Chapter 9 Market segmentation targeting and positioning
395
analysing the product portfolio
447
generic strategies and the significance of competitive advantage
473
strategies for leaders followers challengers and nichers
517
Bibliography
593
Index
609
Marketing titles from ButterworthHeinemann
627
Copyright

Chapter 8 Market and environmental analysis
339

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