Strategic Marketing Management by Richard Ms Wilson
Contains chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix'. This book covers the changing role of marketing, approaches to analysing marketing capability, E-marketing, branding, customer relationship management, relationship management myopia, and the decline of loyalty."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
Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK. Visiting Professor at the University of Sao Paulo, Brazil The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future
| SKU | Unavailable |
| ISBN 13 | 9780750659383 |
| ISBN 10 | 0750659386 |
| Title | Strategic Marketing Management |
| Author | Richard Ms Wilson |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Taylor & Francis Ltd |
| Year published | 2004-11-30 |
| Number of pages | 882 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |