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Strategic marketing management : planning, implementation, and control / Richard M.S. Wilson and Colin Gilligan.

By: Contributor(s): Material type: TextSeries: Marketing series (London, England)Publication details: Oxford, England : Butterworth-Heinemann, 1997.Edition: 2nd edDescription: xx, 827 p. : ill. ; 29 cmISBN:
  • 075062244X (pbk.)
ISSN:
  • 9780750622448
Subject(s): LOC classification:
  • HF5415.13.W547
Contents:
Foreword -- Preface -- Acknowledgements -- 1. Introduction -- Stage 1. Where are we now? Strategic and marketing analysis -- 2. Marketing auditing and SWOT analysis -- 3. Segmental, productivity and ratio analysis -- 4. Approaches to competitor analysis -- 5. Approaches to customer analysis -- Stage 2. Where do we want to be? Strategic direction and strategy formulation -- 6. Missions and objectives -- 7. Structural, market and environmental analysis -- 8. Market segmentation, targeting and positioning -- 9. The formulation of strategy 1: analysing the product portfolio -- 10. The formulation of strategy 2: generic strategies for leaders, followers, challengers and nichers -- Stage 3. How might we get there? Strategic choice -- 11. Product and new product strategies -- 12. Pricing policies and strategies -- 13. The promotional plan -- 14. The distribution plan -- Stage 4. Which way is best? Strategic evaluation -- 15. Criteria of choice -- 16. Modelling approaches -- 1 -- 17. Modelling approaches -- 2 -- Stage 5. How can we ensure arrival? Strategic implementation and control -- 18. Problems to overcome -- 19. Management control -- 1 -- 20. Management control -- 2 -- Appendix -- Bibliography -- Author Index -- Subject Index.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Fiction HF5415.13.W547 (Browse shelf(Opens below)) Available 12842
Books Methodist University Library Main General Stacks Reference HF5415.13.W547 (Browse shelf(Opens below)) Available 12839
Books Methodist University Library Main General Stacks Reference HF5415.13.W547 (Browse shelf(Opens below)) Available 12838
Books Methodist University Library Main General Stacks HF5415.13.W547 (Browse shelf(Opens below)) Available 12841

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Includes index

Foreword --
Preface --
Acknowledgements --
1. Introduction --
Stage 1. Where are we now? Strategic and marketing analysis --
2. Marketing auditing and SWOT analysis --
3. Segmental, productivity and ratio analysis --
4. Approaches to competitor analysis --
5. Approaches to customer analysis --
Stage 2. Where do we want to be? Strategic direction and strategy formulation --
6. Missions and objectives --
7. Structural, market and environmental analysis --
8. Market segmentation, targeting and positioning --
9. The formulation of strategy 1: analysing the product portfolio --
10. The formulation of strategy 2: generic strategies for leaders, followers, challengers and nichers --
Stage 3. How might we get there? Strategic choice --
11. Product and new product strategies --
12. Pricing policies and strategies --
13. The promotional plan --
14. The distribution plan --
Stage 4. Which way is best? Strategic evaluation --
15. Criteria of choice --
16. Modelling approaches --
1 --
17. Modelling approaches --
2 --
Stage 5. How can we ensure arrival? Strategic implementation and control --
18. Problems to overcome --
19. Management control --
1 --
20. Management control --
2 --
Appendix --
Bibliography --
Author Index --
Subject Index.

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