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Detalles bibliogr�ficos

T�tulo: Strategic Marketing Management: Planning, Implementation and Control (Marketing Series: Student)
Editor: A Butterworth-Heinemann Title 01/10/1997
Fecha de publicaci�n: 1997
Idioma: Ingl�s
ISBN 10: 075062244X
ISBN 13: 9780750622448
Encuadernaci�n: Encuadernaci�n de tapa blanda
Edici�n: 2� Edici�n
Estado: Very Good

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Sinopsis

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

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The author of twelve books, Colin Gilligan is a fellow of the Chartered Institute of Marketing and a member of the Institute's Senate. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future.

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