This edition 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 edition has completely new chapters on covering:
* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty
* 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 edition has completely new chapters on covering:
* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty
Richard M. S. Wilson and Colin Gilligan
Butterworth-Heinemann, 882 p, 2005-01-12
ISBN-10 / ASIN: 0750659386; ISBN-13 / EAN: 9780750659383
Butterworth-Heinemann, 882 p, 2005-01-12
ISBN-10 / ASIN: 0750659386; ISBN-13 / EAN: 9780750659383
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