مدیریت بازاریابی استراتژیک، ویرایش سوم: برنامه‌ریزی، اجرا و کنترل

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 *

the 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

the New Revised And Updated Third Edition Has Totally 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 Professional Postgraduate Diploma.

booknews

in Preparation For Exams To Fulfill The Certificate Requirements Of The Uk's Chartered Institute Of Marketing, Wilson (business Administration, Loughborough U.) And Gilligan (marketing, Sheffield Hallam U.) Provide Coverage Of Key Strategic Considerations: Analysis Of Current Status, Desired Direction, Decision-making Strategies Toward Goals, Strategic Evaluation (e.g. Through Modeling Approaches), And Implementation And Control. Each Chapter Includes Exercises, Discussion Questions, And Case Studies. Annotation C. By Book News, Inc., Portland, Or.

This third edition of Strategic Marketing Management: Planning, implementation & control 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 revised and updated edition has totally 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, The decline of loyalty.Retaining the key features that make it essential reading for all those studying the management of the strategic elements of marketing, the book puts strong emphasis on implementation, with 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 a key resource for undergraduate and graduate students of business and marketing, and a core text for students of the Professional Postgraduate Diploma in Marketing. Strategic Marketing Management 2 Contents 6 Preface 12 Overview of the Book's Structure 14 Chapter 1: Introduction 16 Chapter 2: Marketing Auditing and the Analysis of Capability 58 Chapter 3: Segmental, Productivity and Ratio Analysis 92 Chapter 4: Market and Environmental Analysis 132 Chapter 5: Approaches to Customer Analysis 182 Chapter 6: Approaches to Competitor Analysis 236 Chapter 7: Missions and Objectives 284 Chapter 8: Market Segmentation, Targeting and Positioning 330 Chapter 9: The Formulation of Strategy-1: Analysing the Product Portfolio 376 Chapter 10: The Formulation of Strategy-2: Generic Strategies and the Significance of Competitive Advantage 400 Chapter 11: The Formulation of Strategy-3: Strategies for Leaders, Followers, Challengers and Nichers 440 Chapter 12: The Strategic Management of the Marketing Mix 510 Chapter 13: Criteria of Choice 564 Chapter 14: Modelling Approaches-1 602 Chapter 15: Modelling Approaches-2 640 Chapter 16: Problems to Overcome 692 Chapter 17: Management Control-1 738 Chapter 18: Management Control-2 780 Bibliography 828 Index 868 "Retaining the key features that make it essential reading for all those studying the management of the strategic elements of marketing, the book puts strong emphasis on implementation, with 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 a key resource for undergraduate and graduate students of business and marketing, and a core text for students of the Professional Postgraduate Diploma in Marketing."--BOOK JACKET This new, revised and updated third edition includes completely new chapters and extensive new material covering issues such as the changing role of marketing, approaches to analyzing marketing capability, e-marketing, branding, customer relationship management myopia and the decline of loyalty The question of what marketing is and what it entails has been the focus of a considerable amount of work over the past 40 years.