Strategic Marketing Management: 2nd Edition

Author: Wilson
Publisher:
Publish Date: 2003-09-01
Features: The technological changes in the world today are evolving rapidly, and international competition is intensifying. Marketing has become a crucial task in the process of strategic formation and implementation. Countless research findings have shown that a high emphasis on marketing, as well as a focus on customer needs and interests, is essential for improving long-term competitiveness and cultivating and maintaining sustainable competitive advantages. Furthermore, it is undeniable that transforming a high regard for marketing into successful practical operations is also extremely important. Regardless of your level (undergraduate or graduate), regardless of the degree you are pursuing (Bachelor's in Marketing, Master's, or MBA), ultimately, you will return to the subject discussed in this book—Strategic Marketing Management. Writing a suitable textbook is no easy task. Wilson and Gilligan have beautifully addressed this challenge. Personally, I have been teaching in this field for 30 years, have read numerous related works, and have even practiced as a manager and consultant, and I have also written a book on this topic myself. I can say without hesitation: This book is one of the best in today's market in terms of structure, breadth, and most importantly, readability. The second edition is even more relevant to today's context, incorporating the latest ideas from both academia and industry, and is illustrated with numerous examples. This book is primarily written for students preparing for exams (including those from the Chartered Institute of Marketing), but its scope and content are also suitable for industry professionals, whether as a reference or for guiding practical operations, making it an excellent book. The technological changes in the world today are evolving rapidly, and international competition is intensifying. Marketing has become a crucial task in the process of strategic formation and implementation. Countless research findings have shown that a high emphasis on marketing, as well as a focus on customer needs and interests, is essential for improving long-term competitiveness and cultivating and maintaining sustainable competitive advantages. The purpose of this book is to help various businesses improve the effectiveness of their marketing activities and address key issues in strategic marketing management: Where are we now? Where are we going? How do we get there? Which path is best? How do we ensure we get there? This book will guide readers to study these questions in order, ultimately achieving the goal of helping readers understand the main aspects of marketing planning and control; identify the components of marketing planning and control in the strategic context; demonstrate the analytical methods that can be used to improve effectiveness in marketing planning and control; and gain a comprehensive understanding of the problems that may arise during implementation and how to solve them. This book is suitable for students pursuing degrees related to marketing and individuals interested in marketing.