Strategic Marketing Management 3rd Edition by Richard Wilson – Ebook PDF Instant Download/Delivery: 0750659386 , 978-0750659383
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ISBN 10: 0750659386
ISBN 13: 978-0750659383
Author: Richard Wilson
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.
Strategic Marketing Management 3rd Table of contents:
1 Introduction
1.2 The nature of marketing
1.3 The management process
1.4 Strategic decisions and the nature of strategy
1.5 The marketing/strategy interface
1.6 Summary
2 Marketing auditing and the analysis of capability
2.2 Introduction
2.3 Reviewing marketing effectiveness
2.4 The role of SWOT analysis
2.5 Competitive advantage and the value chain
2.6 Conducting effective audits
2.7 Summary
3 Segmental, productivity and ratio analysis
3.2 Introduction
3.3 The clarification of cost categories
3.4 Marketing cost analysis: aims and methods
3.5 An illustration of segmental analysis
3.6 An alternative approach to segmental analysis
3.7 Customer profitability analysis
3.8 Marketing experimentation
3.9 The nature of productivity
3.10 The use of ratios
3.11 Analysing ratios and trends
3.12 Ratios and interfirm comparison
3.13 A strategic approach
3.14 Summary
4 Market and environmental analysis
4.2 Introduction: the changing business environment (or the new marketing reality)
4.3 Analysing the environment
4.4 The nature of the marketing environment
4.5 The evolution of environmental analysis
4.6 The political, economic, social and technological environments
4.7 Coming to terms with industry and market breakpoints
4.8 Coming to terms with the very different future: the implications for marketing planning
4.9 Approaches to environmental analysis and scanning
4.10 Summary
5 Approaches to customer analysis
5.2 Introduction
5.3 Coming to terms with buyer behaviour
5.4 Factors influencing consumer behaviour
5.5 The buying decision process
5.6 The rise of the new consumer and the implications for marketing planning
5.7 Organizational buying behaviour
5.8 The growth of relationship marketing
5.9 Summary
Appendix: The drivers of consumer change
6 Approaches to competitor analysis
6.2 Introduction
6.3 Against whom are we competing?
6.4 Identifying and evaluating competitors’ strengths and weaknesses
6.5 Evaluating competitive relationships and analysing how organizations compete
6.6 Identifying competitors’ objectives
6.7 Identifying competitors’ likely response profiles
6.8 Competitor analysis and the development of strategy
6.9 The competitive intelligence system
6.10 The development of a competitive stance: the potential for ethical conflict
6.11 Summary
Stage Two: Where do we want to be? Strategic direction and strategy formulation
7 Missions and objectives
7.2 Introduction
7.3 The purpose of planning
7.4 Establishing the corporate mission
7.5 Influences on objectives and strategy
7.6 Guidelines for establishing objectives and setting goals and targets
7.7 The development of strategies
7.8 Summary
8 Market segmentation, targeting and positioning
8.2 Introduction
8.3 The nature and purpose of segmentation
8.4 Approaches to segmenting markets
8.5 Factors affecting the feasibility of segmentation
8.6 Approaches to segmentation
8.7 The bases for segmentation
8.8 Geographic and geodemographic techniques
8.9 Demographic segmentation
8.10 Behavioural segmentation
8.11 Psychographic and lifestyle segmentation
8.12 Approaches to segmenting industrial markets
8.13 Market targeting
8.14 Deciding on the breadth of market coverage
8.15 Product positioning
8.16 Summary
9 The formulation of strategy – 1: analysing the product portfolio
9.2 Introduction
9.3 The development of strategic perspectives
9.4 Models of portfolio analysis
9.5 Market attractiveness and business position assessment
9.6 Criticisms of portfolio analysis
9.7 Summary
10 The formulation of strategy – 2: generic strategies and the significance of competitive advantage
10.2 Introduction
10.3 Types of strategy
10.4 Porter’s three generic competitive strategies
10.5 Competitive advantage and its pivotal role in strategic marketing planning
10.6 Summary
11 The formulation of strategy – 3: strategies for leaders, followers, challengers and nichers
11.2 Introduction
11.3 The influence of market position on strategy
11.4 Strategies for market leaders
11.5 Marketing strategy and military analogies: lessons for market leaders
11.6 Strategies for market challengers
11.7 Strategies for market followers
11.8 Strategies for market nichers
11.9 Military analogies and competitive strategy: a brief summary
11.10 The inevitability of strategic wear-out (or the law of marketing gravity and why dead cats only bounce once)
11.11 The influence of product evolution and the product life cycle on strategy
11.12 Achieving above-average performance and excellence
11.13 Summary
12 The strategic management of the marketing mix
12.2 Introduction
12.3 Product decisions and strategy
12.4 What is a product?
12.5 The dimensions of product policy
12.6 Brand strategies
12.7 The development of new products
12.8 Pricing policies and strategies
12.9 Approaches to price setting
12.10 Deciding on the pricing objectives
12.11 Methods of pricing
12.12 Using price as a tactical weapon
12.13 Promotion and marketing communications
12.14 Distribution strategies and the distribution plan
12.15 Channel management
12.16 The ‘soft’ elements of the marketing mix
12.17 Integrating the elements of the marketing mix
12.18 Summary
Stage Four: Which way is best? Strategic evaluation
Executive Summary
13 Criteria of choice
13.2 Introduction
13.3 Financial versus non-financial criteria; effectiveness versus efficiency
13.4 Financial criteria
13.5 Non-financial criteria
13.6 Multiple criteria
13.7 Summary
14 Modelling approaches – 1
14.2 Introduction
14.3 Cost–volume–profit analysis
14.4 Investment appraisal
14.5 Summary
15 Modelling approaches – 2
15.2 Introduction
15.3 Allowing for risk and uncertainty
15.4 Matrix models
15.5 The marketing performance assessment model
15.6 Some other approaches to modelling
15.7 Summary
Stage Five: How can we ensure arrival? Strategic implementation and control
16 Problems to overcome
16.2 Introduction
16.3 Pressures
16.4 Problems in the marketing subsystem
16.5 Problems of marketing feedback
16.6 Information adequacy
16.7 Cost problems
16.8 Marketing orientation
16.9 Planning orientation
16.10 Organizational issues
16.11 Summary
17 Management control – 1
17.2 Introduction to control
17.3 Control defined
17.4 Basic control concepts
17.5 Responsibility accounting
17.6 Approaches to control
17.7 Some behavioural factors
17.8 Summary
18 Management control – 2
18.2 Introduction
18.3 Controls
18.4 Taking corrective action
18.5 Management reports
18.6 Summary
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