000			01335nam a2200181Ia 4500
999			_c5736 _d5736
020			_a9788131206638
082			_a658.8 _bGIL
100			_aGilligan, Colin
245		0	_aStrategic Marketing Planning / _cColin Gilligan and Richard M.S. Wilson.
260			_aNew Delhi : _bElsevier India Pvt. Ltd., _c2006.
300			_axii, 625 pages : _billustrations ; _c25 cm
505			_a1. 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.
650			_aMarketing _xManagement.
650			_aMarketing _xPlanning.
650			_aMarketing
700			_aWilson, Richard. M. S.
942			_cBK