Strategic Marketing Management: planning, implementation and control
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Strategic Marketing Management: planning, implementation and control
Book Details
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Author: Richard M.S. Wilson
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Publisher: Routledge
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Language: English
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Edition: 3rd Edition
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ISBN: 9780750659383
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Binding: Paperback
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Number of Pages: 882
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Release Date: November 30, 2004
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Package Dimensions: 10.9 x 8.3 x 1.5 inches
About The Book
Strategic Marketing Management by Richard M.S. Wilson is widely recognized as the classic textbook on marketing strategy. Now in its third edition, this authoritative guide has been updated and expanded to remain the go-to resource for both undergraduate and graduate students of business and marketing. Its comprehensive, step-by-step approach covers all key stages of strategic marketing, making it an essential tool for students and professionals alike.
The book explores five critical stages in the marketing strategy process:
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Where are we now? - Strategic and marketing analysis
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Where do we want to be? - Strategic direction and strategy formulation
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How might we get there? - Strategic choice
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Which way is best? - Strategic evaluation
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How can we ensure arrival? - Strategic implementation and control
This revised edition includes entirely new chapters on the nature and role of competitive advantage and the strategic management of the expanded marketing mix. It also features extensive new material covering contemporary topics such as the changing role of marketing, e-marketing, branding, customer relationship management (CRM), relationship management myopia, and the decline of customer loyalty.
The book retains the crucial elements that make it a leading resource in the field, such as an emphasis on practical implementation, up-to-date mini-cases, and questions and summaries in each chapter to reinforce key concepts. The addition of the Tutor Resource Pack and access to the Evolve site provides further learning support, making this textbook an invaluable tool for anyone studying marketing management.
Whether you are an undergraduate or graduate student, or preparing for your CIM Diploma, Strategic Marketing Management is an indispensable guide to understanding and mastering strategic marketing.
