Libro · 2003 · Colin Gilligan, Richard Malcolm Sano Wilson

Strategic Marketing Planning

This work takes the reader from an analysis of corporate capability and environmental demands through to the formulation and implementation of marketing strategy. It makes reference to research findings and to the lessons of good practice. Each chapter contains a number of expanded examples as well as a series of test questions and exercises. The majority of the chapters also include a case study as the basis for the application of concepts highlighted in the text. Reference is also made to green issues, ethics, internal marketing, organizational cultures, the ownership of plans, the role of research and information management, and action planning. "Strategic Marketing Planning" should be of interest to undergraduate students of business studies and marketing and MBA students, as well as marketing practitioners responsible for formulating marketing plans at a strategic level.