Strategic Marketing Planning

, by ;
Strategic Marketing Planning by Gilligan, Colin; Wilson, Richard M.s., 9780080912127
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
  • ISBN: 9780080912127 | 0080912125
  • Cover:
  • Copyright: 4/1/2009

  • Rent

    (Recommended)

    $39.54
     
    Term
    Due
    Price
    *This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping cart.
  • Buy New

    Usually Ships in 3-5 Business Days

    $60.04
  • eBook

    eTextBook from VitalSource Icon

    Available Instantly

    Online: 180 Days

    Downloadable: 180 Days

    $43.31

'Strategic Marketing Planning' builds on the success and reputation of Wilson and Gilligan's 'Strategic Marketing Management' by focusing firmly on the planning process. 'Strategic Marketing Planning' concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the 'new' consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures * Proven content: builds on the success and reputation of Wilson and Gilligan's 'Strategic Marketing Management' bestselling textbook * Wide audience appeal: focuses on the critical 'planning' aspects of vital importance to students and practitioners * Best practice: draws out lessons to be learned from best practice, enabling marketers to improve core skills
Loading Icon

Please wait while the item is added to your bag...
Continue Shopping Button
Checkout Button
Loading Icon
Continue Shopping Button