Strategic Marketing Planning by Colin Gilligan
"Strategic Marketing Planning" concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include: marketing, strategic thinking and competitive advantage; the significance of vision and how this needs to drive the planning process; hypercompetition and the erosion of competitive advantage; and the growth and status of relationship marketing. Each chapter contains a series of expanded illustrations; and leading authors in this sector. It builds on the success and reputation of Wilson and Gilligan's "Strategic Marketing Management". It focuses on the critical 'planning' aspects of vital importance to students and practitioners.
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 | 9780750622462 |
| ISBN 10 | 0750622466 |
| Title | Strategic Marketing Planning |
| Author | Colin Gilligan |
| Series | Cim Student S |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Taylor & Francis Ltd |
| Year published | 2003-06-02 |
| Number of pages | 640 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |