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Strategic Marketing Management, Third Edition: planning, implementation and cont |
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Strategic Marketing Management, Third Edition: planning, implementation and cont |
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基本信息·出版社：A Butterworth-Heinemann Title
·页码：882 页
·出版日期：2005年01月
·ISBN：0750659386
·条形码：9780750659383
·装帧：平装
·正文语种：英语
内容简介 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.
* Further materials include: Tutor Resource Pack and "Evolve" site *
作者简介 The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future
媒体推荐 "I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today." Professor Michael J Baker, University of Strathclyde
编辑推荐 "I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today."
Professor Michael J Baker, University of Strathclyde
专业书评 The 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
The new revised and updated third edition has totally 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 Professional Postgraduate Diploma.
