Strategic Marketing Planning
Author:   Colin Gilligan (Emeritus Professor, University of Sheffield, UK) ,  Richard M.S. Wilson (Loughborough University, UK)
Publisher:   Taylor & Francis Ltd
Edition:   2nd edition
ISBN:  

9781138133952


Pages:   576
Publication Date:   02 November 2015
Format:   Hardback
Availability:   In Print   Availability explained
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Strategic Marketing Planning


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Overview

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, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures

Full Product Details

Author:   Colin Gilligan (Emeritus Professor, University of Sheffield, UK) ,  Richard M.S. Wilson (Loughborough University, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   2nd edition
Weight:   1.230kg
ISBN:  

9781138133952


ISBN 10:   1138133957
Pages:   576
Publication Date:   02 November 2015
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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