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
General
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