000			02112nam a22002177a 4500
005			20240219164731.0
008			240219b |||||||| |||| 00| 0 eng d
020			_a9781032197265
082			_a658.802 _bWIL
100			_aWilson, Richard M. S. _914382
245			_aStrategic marketing management: _bplanning, implementation and control
250			_a3rd
260			_bRoutledge _aOxan _c2022
300			_axii, 867 p.
365			_aINR _b1795.00
520			_aThis 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. (https://www.routledge.com/Strategic-Marketing-Management/Wilson-Gilligan/p/book/9780750659383)
650			_aMarketing management _913795
650			_aStrategic planning _913339
700			_aGilligan, Colin _916118
942			_cBK _2ddc
999			_c6127 _d6127