CIM Handbook of Strategic Marketing (Hardcover)

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.