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Strategic Marketing Management: Planning, implementation and control 3rd edition [Mīkstie vāki]

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(Loughborough University, UK)
  • Formāts: Paperback / softback, 882 pages, height x width: 280x210 mm, weight: 2346 g
  • Izdošanas datums: 30-Nov-2004
  • Izdevniecība: Butterworth-Heinemann Ltd
  • ISBN-10: 0750659386
  • ISBN-13: 9780750659383
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Strategic Marketing Management: Planning, implementation and control 3rd editionPalielināt
  • Formāts: Paperback / softback, 882 pages, height x width: 280x210 mm, weight: 2346 g
  • Izdošanas datums: 30-Nov-2004
  • Izdevniecība: Butterworth-Heinemann Ltd
  • ISBN-10: 0750659386
  • ISBN-13: 9780750659383
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780750659383.html
Keywords:
This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages:

* Where are we now? - Strategic and marketing analysis
* Where do we want to be? - Strategic direction and strategy formulation
* How might we get there? - Strategic choice
* Which way is best? - Strategic evaluation
* How can we ensure arrival? - Strategic implementation and control

This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering:

* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

* Further materials include: Tutor Resource Pack and "Evolve" site *

Recenzijas

"I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today."

Professor Michael J Baker, University of Strathclyde

Papildus informācija

* Gain a comprehensive knowledge of the evolution of the 'Intelligent Skin' * Explores a new approach to Intelligent Buildings, focusing on the fabric of the building responding to external changes and internal demands * Includes over twenty cutting-edge international case studies
Preface xi
Overview of the book's structure xiii
Introduction
1(40)
Learning objectives
3(1)
The nature of marketing
3(4)
The management process
7(4)
Strategic decisions and the nature of strategy
11(8)
The marketing/strategy interface
19(18)
Summary
37(4)
Stage One: Where are we now? Strategic and marketing analysis
41(224)
Marketing auditing and the analysis of capability
43(34)
Learning objectives
45(1)
Introduction
45(5)
Reviewing marketing effectiveness
50(3)
The role of SWOT analysis
53(17)
Competitive advantage and the value chain
70(1)
Conducting effective audits
71(4)
Summary
75(2)
Segmental, productivity and ratio analysis
77(40)
Learning objectives
79(1)
Introduction
79(1)
The clarification of cost categories
80(1)
Marketing cost analysis: aims and methods
81(5)
An illustration of segmental analysis
86(2)
An alternative approach to segmental analysis
88(1)
Customer profitability analysis
89(12)
Marketing experimentation
101(1)
The nature of productivity
102(2)
The use of ratios
104(3)
Analysing ratios and trends
107(2)
Ratios and interfirm comparison
109(3)
A strategic approach
112(4)
Summary
116(1)
Market and environmental analysis
117(50)
Learning objectives
119(1)
Introduction: the changing business environment (or the new marketing reality)
119(1)
Analysing the environment
120(8)
The nature of the marketing environment
128(8)
The evolution of environmental analysis
136(3)
The political, economic, social and technological environments
139(10)
Coming to terms with the industry and market breakpoints
149(4)
Coming to terms with the very different future: the implications for marketing planning
153(6)
Approaches to environmental analysis and scanning
159(6)
Summary
165(2)
Approaches to customer analysis
167(54)
Learning objectives
169(1)
Introduction
169(1)
Coming to terms with buyer behaviour
170(4)
Factors influencing consumer behaviour
174(8)
The buying decision process
182(6)
The rise of the new consumer and the implications for marketing planning
188(4)
Organizational buying behaviour
192(10)
The growth of relationship marketing
202(12)
Summary
214(7)
Appendix: The drivers of consumer change
215(6)
Approaches to competitor analysis
221(44)
Learning objectives
223(1)
Introduction
223(7)
Against whom are we competing?
230(6)
Identifying and evaluating competitors' strengths and weaknesses
236(5)
Evaluating competitive relationships and analysing how organizations compete
241(5)
Identifying competitors' objectives
246(2)
Identifying competitors' likely response profiles
248(2)
Competitor analysis and the development of strategy
250(1)
The competitive intelligence system
251(4)
The development of a competitive stance: the potential for ethical conflict
255(6)
Summary
261(4)
Stage Two: Where do we want to be? Strategic direction and strategic formulation
265(228)
Missions and objectives
269(46)
Learning objectives
271(1)
Introduction
271(3)
The purpose of planning
274(3)
Establishing the corporate mission
277(13)
Influences on objectives and strategy
290(4)
Guidelines for establishing objectives and setting goals and targets
294(16)
The development of strategies
310(3)
Summary
313(2)
Market segmentation, targeting and positioning
315(46)
Learning objectives
317(1)
Introduction
317(1)
The nature and purpose of segmentation
318(5)
Approaches to segmenting markets
323(3)
Factors affecting the feasibility of segmentation
326(1)
Approaches to segmentation
327(1)
The bases for segmentation
328(2)
Geographic and geodemographic techniques
330(2)
Demographic segmentation
332(6)
Behavioural segmentation
338(3)
Psychographic and lifestyle segmentation
341(4)
Approaches to segmenting industrial markets
345(2)
Market targeting
347(3)
Deciding on the breadth of market coverage
350(3)
Product positioning
353(6)
Summary
359(2)
The formulation of strategy -- 1: analysing the product portfolio
361(24)
Learning objectives
363(1)
Introduction
363(1)
The development of strategic perspectives
363(4)
Models of portfolio analysis
367(7)
Market attractiveness and business position assessment
374(5)
Criticisms of portfolio analysis
379(4)
Summary
383(2)
The formulation of strategy -- 2: generic strategies and the significance of competitive advantage
385(40)
Learning objectives
387(1)
Introduction
387(1)
Types of strategy
387(3)
Porter's three generic competitive strategies
390(6)
Competitive advantage and its pivotal role in strategic marketing planning
396(27)
Summary
423(2)
The formulation of strategy -- 3: strategies for leaders, followers, challengers and nichers
425(68)
Learning objectives
427(1)
Introduction
427(1)
The influence of market position on strategy
427(1)
Strategies for market leaders
428(10)
Marketing strategy and military analogies: lessons for market leaders
438(9)
Strategies for market challengers
447(14)
Strategies for market followers
461(2)
Strategies for market nichers
463(2)
Military analogies and competitive strategy: a brief summary
465(9)
The inevitability of strategic wear-out (or the law of marketing gravity and why dead cats only bounce once)
474(4)
The influence of product evolution and the product life cycle on strategy
478(6)
Achieving above-average performance and excellence
484(5)
Summary
489(4)
Stage Three: How might we get there? Strategic choice
493(46)
The strategic management of the marketing mix
495(44)
Learning objectives
497(1)
Introduction
497(1)
Product decisions and strategy
497(1)
What is a product?
498(2)
The dimensions of product policy
500(5)
Brand strategies
505(5)
The development of new products
510(5)
Pricing policies and strategies
515(2)
Approaches to price setting
517(1)
Deciding on the pricing objectives
518(2)
Methods of pricing
520(2)
Using price as a tactical weapon
522(1)
Promotion and marketing communications
523(5)
Distribution strategies and the distribution plan
528(1)
Channel management
528(6)
The `soft' elements of the marketing mix
534(2)
Integrating the elements of the marketing mix
536(1)
Summary
536(3)
Stage Four: Which way is best? Strategic evaluation
539(128)
Criteria of choice
549(38)
Learning objectives
551(1)
Introduction
551(2)
Financial versus non-financial criteria; effectiveness versus efficiency
553(2)
Financial criteria
555(10)
Non-financial criteria
565(11)
Multiple criteria
576(9)
Summary
585(2)
Modelling approaches -- 1
587(38)
Learning objectives
589(1)
Introduction
589(4)
Cost-volume-profit analysis
593(17)
Investment appraisal
610(14)
Summary
624(1)
Modelling approaches -- 2
625(42)
Learning objectives
627(1)
Introduction
627(1)
Allowing for risk and uncertainty
627(15)
Matrix models
642(6)
The marketing performance assessment model
648(4)
Some other approaches to modelling
652(12)
Summary
664(3)
Stage Five: How can we ensure arrival? Strategic implementation and control
667(146)
Problems to overcome
677(46)
Learning objectives
679(1)
Introduction
679(1)
Pressures
680(4)
Problems in the marketing subsystem
684(4)
Problems of marketing feedback
688(2)
Information adequacy
690(7)
Cost problems
697(6)
Marketing orientation
703(8)
Planning orientation
711(2)
Organizational issues
713(8)
Summary
721(2)
Management control --1
723(42)
Learning objectives
725(1)
Introduction to control
725(1)
Control defined
726(2)
Basic control concepts
728(6)
Responsibility accounting
734(13)
Approaches to control
747(10)
Some behavioural factors
757(5)
Summary
762(3)
Management control -- 2
765(48)
Learning objectives
767(1)
Introduction
767(1)
Controls
767(31)
Taking corrective action
798(11)
Management reports
809(2)
Summary
811(2)
Bibliography 813(40)
Index 853


Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK. Visiting Professor at the University of Sao Paulo, Brazil The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future