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  • Ký hiệu PL/XG: 658.8 W7462
    Nhan đề: Strategic marketing management :
ISBN 9780750659383
DDC 658.8
Tác giả CN Wilson, R. M. S. (Richard Malcolm Sano)
Nhan đề Strategic marketing management : planning, implementation, and control / Richard Malcolm Sano Wilson; Colin Gilligan
Lần xuất bản 3rd ed.
Thông tin xuất bản London : Routledge, 2013
Mô tả vật lý xii, 867 pages. : illustrations ; 28 cm.
Tóm tắt 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
Thuật ngữ chủ đề Strategic planning
Thuật ngữ chủ đề Marketing-Management
Thuật ngữ chủ đề Marketing-Study and teaching
Thuật ngữ chủ đề Strategic planning-Study and teaching
Khoa Khoa Quản trị Kinh doanh
Tác giả(bs) CN Gilligan, Colin
Địa chỉ 300Q12_Kho Mượn_02(1): 083212
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100 |aWilson, R. M. S. (Richard Malcolm Sano)
245 |aStrategic marketing management : |bplanning, implementation, and control / |cRichard Malcolm Sano Wilson; Colin Gilligan
250 |a3rd ed.
260 |aLondon : |bRoutledge, |c2013
300 |axii, 867 pages. : |billustrations ; |c28 cm.
504 |aIncludes bibliographical references (pages 813-851) and index
520 |aThis 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
541 |aMua
650 |aStrategic planning
650 |aMarketing|xManagement
650 |aMarketing|vStudy and teaching
650 |aStrategic planning|vStudy and teaching
690 |aKhoa Quản trị Kinh doanh
691 |aMarketing - LK
700 |aGilligan, Colin
852|a300|bQ12_Kho Mượn_02|j(1): 083212
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