Wilson R., Gilligan C. Strategic marketing management

3rd ed. — Elsevier, 2005. — 883 p. in color — ISBN: 0750659386.Within this book we question these sorts of assumptions and focus instead upon the ways in which the marketing planning process can be developed and managed effectively and strategically. We therefore attempt to inject a degree of rigour into the process, arguing that rapid change within the environment demands a more strategic approach rather than less. We have also introduced a considerable amount of material designed to reflect some of the areas that have emerged over the past few years and that currently are of growing importance. The most obvious of these are e-marketing, branding, the leveraging of competitive advantage and CRM.
It is not intended that this should be used as an introductory text: we have deliberately assumed that readers will have had some prior exposure to marketing principles, if not to marketing practice. The intended market of the book comprises the following segments:Students reading for degrees involving marketing (especially MBA candidates and senior undergraduates following business studies programmes)
Students of The Chartered Institute of Marketing who are preparing for the Marketing Planning paper in the CIM’s Diploma examinations
Marketing practitioners who will benefit from a comprehensive review of current thinking in the field of strategic marketing planning, implementation and control.