Gilligan Colin - Strategic marketing management: planning, implementation and control
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- Book:Strategic marketing management: planning, implementation and control
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This book is dedicated to the authors wives Gillian and Rosie and to Ben Gilligan for their support while it was being written.
Our thanks go to Janice Nunn for all the effort that she put in to the preparation of the manuscript.
Emeritus Professor of Business Administration
The Business School
Loughborough University
and
Professor of Marketing
Sheffield Hallam University
and Visiting Professor, Northumbria University
Elsevier Butterworth-Heinemann
Linacre House, Jordan Hill, Oxford OX2 8DP
200 Wheeler Road, Burlington, MA 01803
First published 1992
Second edition 1997
Reprinted 1998, 1999, 2001, 2003
Third edition 2005
Copyright 1992, 1997, 2005, Richard M.S. Wilson and Colin Gilligan. All rights reserved
The right of Richard M.S. Wilson and Colin Gilligan to be
identified as the authors of this work has been asserted
in accordance with the Copyright, Designs and Patents Act 1988
No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holders written permission to reproduce any part of this publication should be addressed to the publisher
Permissions may be sought directly from Elseviers Science & Technology Rights Department in Oxford, UK: phone: (+44) 1865 843830, fax: (+44) 1865 853333, e-mail: permissions@elsevier.co.uk. You may also complete your request on-line via the Elsevier homepage (www.elsevier.com), by selecting Customer Support and then Obtaining Permissions
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data
A catalogue record for this book is available from the Library of Congress
ISBN 0 7506 5938 6
For information on all Elsevier Butterworth-Heinemann publications visit our website at http://books.elsevier.com
Printed and bound in Italy
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In writing the first edition of this book in the early 1990s, we were motivated by a concern to help improve the effectiveness of marketing practice. Twelve years and two editions later, our purpose is unchanged. In doing this, we have sought to address a number of key questions that logically follow each other in the context of strategic marketing management:
- Where are we now?
- Where do we want to be?
- How might we get there?
- Which way is best?
- How can we ensure arrival?
The themes of planning, implementing and controlling marketing activities are reflected in the answers to these questions as offered in the eighteen chapters which follow. The structure of the book is designed to take the reader through each of the questions in turn. The sequencing of the chapters is therefore significant. We have sought to build the books argument in a cumulative way such that it will provide guidance in generating effective marketing performance within a strategic framework once the reader has worked through each chapter in turn.
Against this background we can specify the books aims as being:
To make the readers aware of the major aspects of the planning and controlling of marketing operations- To locate marketing planning and control within a strategic context
- To demonstrate how the available range of analytical models and techniques might be applied to marketing planning and control to produce superior marketing performance
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