The CIM Handbook of Strategic Marketing
A Practical Guide for Designing and Implementing Effective Marketing Strategies
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CIM Handbook of Strategic Marketing by Colin Egan
Book DescriptionThe 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.
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Book DetailsISBN: 9780750626132
(246mm x 189mm x 23mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 31-Jul-1998
Country of Publication: United Kingdom
Books By Author Colin Egan
Jurassic, Paperback (September 2006)
If one still believes that we, and our fellow mammals, stem from a handful of mice 65 million years ago, this book should help dispel this specious nonsense.
International Marketing and Relationships, Paperback (December 2001)
The goal of marketing activity has now shifted towards a need to seek and forge long term and profitable relationships with targeted customers. This text reflects this growing trend and explains international marketing within this context.
Creating Organizational Advantage, Paperback (October 1995)» View all books by Colin Egan
Presents a critical appraisal of fashions and fads in management theory. This book exposes the strategic weaknesses of change programmes such as Total Quality Management and Business Process Re-Engineering and explains why so many companies fail to become 'market-led' or 'customer-focused'.
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