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00000cam a2200000 7i4500 |
| 001 |
0000067860 |
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20110214093000.0 |
| 008 |
100721s2009 enk eng |
| 020 |
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|a 1856176177 (pbk.)
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| 020 |
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|a 9781856176170 (pbk.)
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| 090 |
0 |
0 |
|a HF5415.13
|b .G49 2009
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| 100 |
1 |
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|a Gilligan, Colin ,
|e author
|
| 245 |
1 |
0 |
|a Strategic marketing planning
|c Colin Gilligan and Richard M. S. Wilson
|
| 250 |
|
|
|a 2nd ed
|
| 260 |
|
|
|a Oxford :
|b Butterworth-Heinemann ,
|c c2009
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| 300 |
|
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|a x, 552 p. :
|b ill. ;
|c 25 cm.
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| 504 |
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|a Includes bibliographical references and index
|
| 505 |
0 |
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|a 1. Introduction -- 2. Strategic marketing planning and the marketing plan -- 3. Marketing auditing and the analysis of capability -- 4. Segmental, productivity and ratio analysis -- 5. Market and environmental analysis -- 6. Approaches to customer analysis -- 7. Approaches to competitor analysis -- 8. Missions and objectives -- 9. Market segmentation, targeting and positioning -- 10. The formulation of strategy 1: Analysing the product portfolio -- 11. The formulation of strategy 2: generic strategies and the significance of competitive advantage -- 12. The formulation of strategy 3: strategies for leaders, followers, challengers and nichers
|
| 650 |
|
0 |
|a Marketing
|x Management
|
| 650 |
|
0 |
|a Marketing
|x Planning
|
| 700 |
1 |
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|a Wilson, R. M. S. [
|q (Richard Malcolm Sano)] ,
|e author
|
| 999 |
|
|
|a 1000134912
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
|