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Strategic Marketing Management: Planning, Implementation & Control

Richard M. S. Wilson and Colin Gilligan. Strategic Marketing Management: Planning, Implementation & Control Authors:Richard M. S. Wilson and Colin Gilligan.
Publisher:Elsevier Butterworth-Heinemann
Year:2008
Serie:
Pages:888
Sizes:210x280
Price:4532 rub.
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Book Summary:
This third edition of "Strategic Marketing Management: Planning, Implementation & Control" confirms it 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 revised and updated edition has totally new chapters on "The nature and role of competitive advantage" and "The strategic management of the expanded marketing mix", and extensive new material covering: The changing role of marketing. Approaches to analysing marketing capability. E-marketing. Branding. Customer relationship management. Relationship...

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