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      Strategic Marketing Planning

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      SKU 9781856176170 Categories ,
      Select Guide Rating
      Concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. This title features a structure that offers a digest of the five principal dimensions of the strategic marketing planning process. It offers thinking in marketing an...

      £53.99

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      Description

      Product ID:9781856176170
      Product Form:Paperback / softback
      Country of Manufacture:GB
      Title:Strategic Marketing Planning
      Authors:Author: Colin Gilligan, Richard M.S. Wilson
      Page Count:576
      Subjects:Sales and marketing, Sales & marketing
      Description:Select Guide Rating
      Concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. This title features a structure that offers a digest of the five principal dimensions of the strategic marketing planning process. It offers thinking in marketing and considers the changes it has undergone over the years.
      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
      Imprint Name:Elsevier Science Ltd
      Publisher Name:Taylor & Francis Ltd
      Country of Publication:GB
      Publishing Date:2009-03-27

      Additional information

      Weight1196 g
      Dimensions245 × 190 × 30 mm