Gilligan, Colin. <br/><br/>
Strategic marketing planning / 
Colin Gilligan and Richard M.S. Wilson. 
 - Oxford ;  Butterworth-Heinemann,  2003. 
 - xii, 625 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>1. Introduction -- 2. Strategic marketing planning and the marketing plan -- Stage 1. Where are we now? Strategic and marketing analysis -- 3. Marketing auditing and the analysis of capability -- 4. Segmental, productivity and ratio analysis -- 5. Approaches to competitor analysis -- 6. Approaches to customer analysis -- Stage 2. Where do we want to be? Strategic direction and strategy formulation -- 7. Missions and objectives -- 8. Market and environmental analysis -- 9. Market segmentation, targeting and positioning -- 10. The formulation of strategy 1: analysing the product portfolio -- 11. The formulation of strategy 2: generic strategies and the significance of competitive advantage -- 12. The formulation of strategy 3: strategies for leaders, followers, challengers and nichers. 
<br/><br/><label>ISBN: </label>0750622466 (pbk. : alk. paper) 
<br/><br/><label>Source: </label> DA 
<br/><br/><label>LCCN: </label>2003045188 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>Dewey Class. No.: </label>658.802 GIL