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| CIM HANDBOOK OF STRATEGIC MARKETING
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By
COLIN EGAN, Professor of Strategic Management, Leicester Business School
Description
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.
Audience
Senior executives; Marketing practitioners; CIM training course participants; Libraries
Contents
Market dynamics and marketing strategies by Professor Colin Egan, Leicester Business School; A strategic perspective on the marketing
mix by Professor David Jobber, University of Bradford Management Centre; Marketing strategies for growth, maturity and decline by Professor
David Shipley, Trinity College, University of Dublin; Innovation strategies for competitive success by Professor Colin Egan, Leicester
Business School and Dr Veronica Wong, Warwick Business School, University of Warwick; Strategies in the end game by Professor Peter McKiernan;
Exploring the principles of market segmentation by Dr David Tonks, The Management School, The University of Lancaster; Competitive positioning
by Professor Graham Hooley, Aston University Business School; Market-driven strategic planning by Professor Malcolm McDonald, Cranfield
School of Management; Developing an effective brand strategy by Professor Leslie de Chernatony, The Open Business School; Strategic marketing
networks by Professor Martin Christopher, Cranfield School of Management; The challenges of global marketing by Dr John Fahy, Trinity
College, University of Dublin; Evaluating stakeholder principles in strategic marketing management by Professor Colin Egan, Leicester
Business School and Professor Gordon Greenley, Aston University Business School; Implementing marketing strategies by Professor Nigel
Piercy, Cardiff Business School, University of Wales; Looking to the future: marketing in the twenty-first century by Professor Peter
Doyle, Warwick Business School, University of Warwick; A strategic view of the future of the marketing profession by Professor Michael
J Thomas, University of Strathclyde.
| Bibliographic details |
Hardbound, 384 pages, publication date: JUL-1998
ISBN-13: 978-0-7506-2613-2
ISBN-10: 0-7506-2613-5
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
GBP 67.99
EUR 95.95
USD 119
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Last update: 4 Sep 2009
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