Strategic Marketing Planning

Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process.

Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include:



Emarketing, strategic thinking and competitive advantage

The significance of vision and how this needs to drive the planning process

Hypercompetition and the erosion of competitive advantage

The growth and status of relationship marketing

Each chapter contains a series of expanded illustrations



Readership
Undergraduates on business studies courses; marketing and MBA students; marketing practitioners responsible for formulating marketing plans at a strategic level.

Contents
Marketing auditing and SWOT analysis; Segmental and productivity analysis; Environmental analysis; Customer and competitor analysis; Market segmentation; Formulation and implementation of marketing strategy.


Author Information
By Other Colin Gilligan, CIM Senior Examiner, Planning and Control until 1998 and Professor of Marketing, Sheffield Business School; and Other Richard M. S. Wilson, Professor of Business Adminstration, The Business School, Loughborough University and Visiting Professor, Sheffield Hallam University.