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    Strategic Marketing Planning 2ed

    £50.39
    £55.99
    Price-Match is available in-store for recommended titles in CCCU module handbooks
    ISBN: 9781856176170
    Products specifications
    Attribute nameAttribute value
    AuthorGilligan, Colin
    Pub Date24/03/2009
    BindingPaperback
    Pages576
    Publisher: TAYLOR & FRANCIS LTD
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    Concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. This title features a structure that offers a digest of the five principal dimensions of the strategic marketing planning process. It offers thinking in marketing and considers the changes it has undergone over the years.

    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, Gilligan and Wilson 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