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