Strategic Marketing Management: Planning, implementation and control

Idioma: inglés

Editorial: Taylor & Francis Ltd, United Kingdom, Oxford, 2004

0750659386 / 9780750659383

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Descripción del artículo del vendedor

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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.

N° de ref. del artículo GOR001355242

Título
Strategic Marketing Management: Planning, implementation and control
Autor
Richard M.S. Wilson (Loughborough University, UK)
Editorial
Taylor & Francis Ltd, United Kingdom, Oxford
Año de publicación
2004
Estado
Very Good
Encuadernación
Paperback
Idioma
inglés
ISBN 10
0750659386
ISBN 13
9780750659383
Edición
3ª Edición
Peso del artículo
2300 gramos
Dimensiones
210.0 x 280.0

WorldofBooks

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Vendedor de 5 estrellas

Vendedor de AbeBooks desde 16 de marzo de 2007

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