TY  - BOOK
AU  - Gilligan, Colin
AU  - Wilson, Richard. M. S.
TI  - Strategic Marketing Planning
SN  - 9788131206638
U1  - 658.8 
PY  - 2006///
CY  - New Delhi : 
PB  - Elsevier India Pvt. Ltd.
KW  - Marketing
KW  - Management
KW  - Planning
N1  - 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
ER  -