| 000 | 00897camuu2200265 a 4500 | |
| 001 | 000045604490 | |
| 005 | 20100806144727 | |
| 008 | 090831s2009 enka b 001 0 eng d | |
| 020 | ▼a 9781856176170 (pbk.) | |
| 020 | ▼a 1856176177 (pbk.) | |
| 035 | ▼a (KERIS)BIB000011785051 | |
| 040 | ▼a 211052 ▼c 211052 ▼d 244002 | |
| 082 | 0 4 | ▼a 658.802 ▼2 22 |
| 090 | ▼a 658.802 ▼b S8982a | |
| 100 | 1 | ▼a Gilligan, Colin. |
| 245 | 1 0 | ▼a Strategic marketing planning / ▼c Colin Gilligan and Richard M.S. Wilson. |
| 250 | ▼a 2nd ed. | |
| 260 | ▼a Oxford : ▼b Butterworth-Heinemann , ▼c c2009. | |
| 300 | ▼a x, 552 p. : ▼b ill. ; ▼c 25 cm. | |
| 500 | ▼a Previous ed.: 2003. | |
| 504 | ▼a Includes bibliographical references(p. 519-535) and index. | |
| 650 | 0 | ▼a Marketing ▼x Planning. |
| 650 | 0 | ▼a Marketing ▼x Management. |
| 700 | 1 | ▼a Wilson, R.M.S. ▼q (Richard Malcolm Sano) |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 세종학술정보원/사회과학실(4층)/ | 청구기호 658.802 S8982a | 등록번호 151289355 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
Strategic Marketing Planning concentrates 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 activity
* 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 segmentation
* Changing routes to market
* Developments in e-marketing
* Changing environmental structures and pressures
Strategic Marketing Planning concentrates 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 activity
* 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 segmentation
* Changing routes to market
* Developments in e-marketing
* Changing environmental structures and pressures
정보제공 :
목차
1. Marketing auditing and SWOT analysis
2. Segmental and productivity analysis
3. Environmental analysis
4. Customer and competitor analysis
5. Market segmentation
6. Formulation and implementation
정보제공 :