Overview

Where are we now? Where do we want to be? How do we get there? Which way is best? And how can we ensure arrival? Strategic Marketing Management earned its place as a classic textbook by building marketing strategy around a few simple questions. This immediately accessible structure has long made it the go-to textbook for intelligent marketing students that want to take a strategic view of marketing's core principles. This book also includes a lucid section on the challenging topic of management control, making it the only core textbook to cover every strategic stage of the marketing planning process so completely. This long-awaited fourth edition combines this text's popular features, like its summative tables and careful balance of theory with topical examples and vignettes, with a fresh new colour layout and substantial new content and revisions, including: Additional pedagogy in the form of case exercises and activities and end of chapter questions The digital marketplace and consumer Methods for marketing environment analysis Contemporary issues in strategic marketing planning International marketing The book also includes a new collection of international cases studies. and includes a suite of teaching aids including an instructor's guide and PowerPoint slides. This new edition brings this authoritative and influential textbook into the heart of today's challenging market environment, and ensures it will remain a key resource for students of business and marketing.

Full Product Details

Author:   Richard M.S. Wilson (Loughborough University, UK) ,  Colin Gilligan (Emeritus Professor, University of Sheffield, UK) ,  Tony Hines (Manchester Metropolitan University, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   4th New edition
ISBN:  

9781138775190

ISBN 10:   1138775193
Pages:   600
Publication Date:   30 July 2019
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   Not yet available  
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Table of Contents

1. Introduction; Where are we now? Strategic and marketing analysis 2. Marketing auditing and the analysis of capability 3. Segmental, productivity and ratio analysis 4. Approaches to environmental analysis 5. Approaches to customer analysis 6. Where do we want to be? Strategic direction and strategic formulation 7. Missions and objectives; Market segmentation, targeting and positioning 8. The formulation of strategy; The formulation of strategy 9. The formulation of strategy; How might we get there? 10. Strategic choice; The strategic management of the marketing mix 11. Which way is best? 12. Strategic evaluation 13. Criteria of choice 14. Modelling approaches 1 15. Modelling approaches 2 16. How can we ensure arrival? Problems to overcome 17. Management control

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Author Information

Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK. Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University, UK and Visiting Professor of Marketing at Newcastle Business School, UK. Tony Hines is Professor of Marketing at Manchester Metropolitan Business School, UK.

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