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Strategic Marketing Planning / Colin Gilligan and Richard M.S. Wilson.

By: Contributor(s): Material type: TextTextPublication details: New Delhi : Elsevier India Pvt. Ltd., 2006.Description: xii, 625 pages : illustrations ; 25 cmISBN:
  • 9788131206638
Subject(s): DDC classification:
  • 658.8 GIL
Contents:
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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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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