The CIM Handbook of Strategic Marketing

by Colin Egan, Michael Thomas

Overview

The CIM Handbook of Strategic Marketing targets senior executives responsible for shaping and managing the company's strategic direction. The strategic dimensions of marketing management are emphasised along with the critical importance of matching the company's capabilities with genuinely attractive market sectors. The Handbook's strategic perspective and pragmatic outlook pervade the text and underpin its practical foundations.



The rise of global competition and continuous innovation have redefined market structures, reshaped industries and given customers unprecedented value and choice. In this era of customer sovereignty there is a tremendous amount of pressure on organizations to adopt the principles of the marketing concept and to develop a much sharper strategic focus.

The CIM Handbook of Strategic Marketing is a reference source to guide effective marketing practice. It provides supportive material for managers and employees who are building their marketing competence by attending training programmes, and includes contributions from leading academics - such as, Peter Doyle, Malcolm McDonald, Nigel Piercy

The book amounts to a firm blueprint written by leading marketing thinkers for designing and implementing effective marketing strategies and improving business performance.

Colin Egan is Professor of Strategic Management at Leicester Business School.

Michael J Thomas is Professor of Marketing at the University of Strathclyde Business School.

Product Details

ISBN-13:	9781136359088
Publisher:	Taylor & Francis
Publication date:	02/17/2010
Sold by:	Barnes & Noble
Format:	eBook
Pages:	384
File size:	11 MB
Note:	This product may take a few minutes to download.

About the Author

Colin Egan, Michael J. Thompson

Table of Contents

Chapter 1 Market Dynamics and Marketing Strategies ____, Colin Egan; Chapter 2 A Strategic Perspective on the Marketing Mix ___, David Jobber; Chapter 3 Marketing Strategies for Growth, Maturity and Decline ___, David Shipley; Chapter 4 Innovation Strategies for Competitive Success ___, Colin Egan, Veronica Wong; Chapter 5 This chapter owes much to the contributions of Porter, Harrigan, Hall and Taggart. ____, Peter McKiernan; Chapter 6 Exploring the Principles of Market Segmentation, David Tonks; Chapter 7 Competitive Positioning __, Graham Hooley; Chapter 8 Market-Driven Strategic Planning __, Malcolm McDonald; Chapter 9 Developing an Effective Brand Strategy __, Leslie de Chernatony; Chapter 10 Strategic Marketing Networks, Martin Christopher; Chapter 11 The Challenges of Global Marketing __, John Fahy; Chapter 12 Evaluating Stakeholder Principles in Strategic Marketing Management __, Colin Egan, Gordon Greenley; Chapter 13 Implementing Marketing Strategies __, Nigel Piercy; Chapter 14 Looking to the Future, Peter Doyle; Chapter 15 A Strategic View of the Future of the Marketing Professions ____, Michael Thomas;