STRATEGIC MARKETING MANAGEMENT PLANNING IMPLEMENTATION AND CONTROL

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'; AND, '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, AND THE DECLINE OF LOYALTY. THE BOOK RETAINS THE KEY FEATURES THAT MAKE IT ESSENTIAL READING FOR ALL THOSE STUDYING THE MANAGEME