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Strategic Marketing Management: Planning, Implementation & Control

Strategic Marketing Management: Planning, Implementation & Control

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Описание
This third edition of "Strategic Marketing Management: Planning, Implementation & Control" 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 revised and updated edition has totally 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.
  • The decline of loyalty.

    Retaining the key features that make it essential reading for all those studying the management of the strategic elements of marketing, the book puts strong emphasis on implementation, with 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 a key resource for undergraduate and graduate students of business and marketing, and a core text for students of the "Professional Postgraduate Diploma in Marketing".
  • 3-rd edition, reprinted.