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. Issues discussed include: * Emarketing, strategic thinking and competitive advantage * The significance of vision and how this needs to drive the planning process * Hypercompetition and the erosion of competitive advantage * The growth and status of relationship marketing * Each chapter contains a series of expanded illustrations
This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject.
A Guide to Developing a Strategic Marketing Plan Robert E Stevens, David L Loudon, Ronald A Nykiel. , ditures and marketing weaponry to create “waves” or “power thrusts” for your product/service/brand offering (see Exhibit 3.9).
This text cuts through the complexity and jargon surrounding the subject and provides readers with a clear and concise guide to the tools, techniques and knowledge necessary to facilitate strategic marketing decisions.
Pearson developed the concept of an uncertainty map (Henry and Walker, 1991) which helps in the understanding of the concept of risk and uncertainty in innovative projects. Pearson identifies two key variables.
Planning forms and guidelines for customizing your own Strategic Market Plan (SMP) are available for download from the CRC Press website. Just go to the download tab located with the book's description.
This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools.
Written by an authority on marketing plans, this book is useful for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track.
This text provides students and marketing professionals with a step by step guide to each stage of the marketing plan and strategy development process. The text is written in simple and concise language.
... P. S. H., Wittink, D. R., Wedel, M., & Naert, P. A. (2000). Building models for marketing decisions. Boston, MA. Lilien, G. L., Kotler, P., & Moorthy, K. S. (1992). Marketing models. Englewood Cliffs, NJ. Magrath, A. (1986).
Successful companies use a hybrid strategy which is unique to every company. This book shows how to construct your own hybrid strategy.