Strategic Marketing Management

This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages:

* Where are we now? – Strategic and marketing analysis

* Where do we want to be? – Strategic direction and strategy formulation

* How might we get there? – Strategic choice

* Which way is best? – Strategic evaluation

* How can we ensure arrival? – Strategic implementation and control