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Strategic Marketing Management By R.M.S. Wilson

Strategic Marketing Management

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This work on strategic marketing management is recommended reading for the CIM Diploma. Readers are taken progressively through the five major areas of strategic marketing. There are case studies in each chapter and this edition covers a number of new topics, emphasizing marketing implementation.

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Strategic Marketing Management Summary


Strategic Marketing Management: Planning, Implementation and Control by R.M.S. Wilson

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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Strategic Marketing Management Reviews


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.

About R.M.S. Wilson


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.

Table of Contents


Introduction;Where are we now? Strategic 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.

Additional information

GOR001386622
Strategic Marketing Management: Planning, Implementation and Control by R.M.S. Wilson
R.M.S. Wilson
Marketing Series: Student
Used - Very Good
Paperback
Taylor & Francis Ltd
1997-10-01
700
075062244X
9780750622448
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.