Table of Contents

Introduction; Part 1 Marketing auditing and the analysis of capability; Part 2 Segmental, productivity and ratio analysis; Part 3 Market and environmental analysis; Part 4 Approaches to customer analysis; Part 5 Approaches to competitor analysis; Part 6 and objectives; Part 7 Market segmentation, targeting and positioning; Part 8 The formulation of strategy – 1: analysing the product portfolio; Part 9 The formulation of strategy – 2: generic strategies and the significance of competitive advantage; Part 10 The formulation of strategy – 3: strategies for leaders, followers, challengers and nichers; Part 11 The strategic management of the marketing mix; Part 12 Criteria of choice; Part 13 Modelling approaches – 1; Part 14 Modelling approaches – 2; Part 15 Problems to overcome; Part 16 Management control – 1; Part 17 Management control – 2;

Promotional Information

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About the Author

Professor Richard M.S. Wilson, Emeritus Professor in the Business School and Visiting Professor in the Department of Information Science at Loughborough University UK. Visiting Professor at the University of Sao Paulo, Brazil The author/co-author of ten books, Colin Gilligan is Emeritus Professor of Marketing at Sheffield Hallam University and Visiting Professor of Marketing at Newcastle Business School as well as fellow of the Chartered Institute of Marketing. His particular interests are in the areas of strategic marketing, competitive differentiation, the leveraging of strategy and planning for an uncertain future

Reviews

"I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today."

Professor Michael J Baker, University of Strathclyde