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Strategic Marketing Management
SPAR
kr 103
Strategic Marketing Management

This third edition of Strategic Marketing Management 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 new revised and updated third edition has completely 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 management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

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This third edition of Strategic Marketing Management 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 new revised and updated third edition has completely 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 management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

Produktdetaljer
Sprog: Engelsk
Sider: 882
ISBN-13: 9780750659383
Indbinding: Paperback
Udgave:
ISBN-10: 0750659386
Kategori: Salg og marketing
Udg. Dato: 30 nov 2004
Længde: 43mm
Bredde: 278mm
Højde: 209mm
Oplagsdato: 30 nov 2004
Forfatter(e) Colin Gilligan, Richard M. S. Wilson, Dr. Tony Hines, Richard M.S. Wilson


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 882


Udgave


Længde 43mm


Bredde 278mm


Højde 209mm

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