Taylor & Francis
Strategic Marketing Planning - Paperback / softback
Edition: 2nd Edition
Subjects: Economics,
Economics, finance, business & management
ISBN13: 9781856176170
Published: 27 Mar 2009
Format - Paperback / softback
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Regular price
A$96.90
Sale price
A$96.90
Regular price
A$114.00
Strategic Marketing Planning - Paperback / softback
Regular price
A$96.90
Sale price
A$96.90
Regular price
A$114.00
Product description
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Strategic Marketing Planningconcentrates 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 activit* 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 segmentatio* Changing routes to marke* Developments in e-marketing* Changing environmental structures and pressures
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 activit* 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 segmentatio* Changing routes to marke* Developments in e-marketing* Changing environmental structures and pressures
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