Strategic Marketing Planning / Colin Gilligan and Richard M.S. Wilson.
Material type:
TextPublisher: New Delhi : Elsevier India Pvt. Ltd., 2006Description: xii, 625 pages : illustrations ; 25 cmISBN: 9788131206638Subject(s): Marketing -- Management | Marketing -- Planning | MarketingDDC classification: 658.8 | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.8 GIL (Browse shelf) | Available | 33861 |
1. Introduction --
2. Strategic marketing planning and the marketing plan --
Stage 1. Where are we now? Strategic and marketing analysis --
3. Marketing auditing and the analysis of capability --
4. Segmental, productivity and ratio analysis --
5. Approaches to competitor analysis --
6. Approaches to customer analysis --
Stage 2. Where do we want to be? Strategic direction and strategy formulation --
7. Missions and objectives --
8. Market and environmental analysis --
9. Market segmentation, targeting and positioning --
10. The formulation of strategy 1: analysing the product portfolio --
11. The formulation of strategy 2: generic strategies and the significance of competitive advantage --
12. The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.
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