Strategic Marketing Management, Third Edition planning, implementation and control

883 Pages·2005·11.05 MB·English

by  Richard M.S. Wilson, Colin Gilligan

Strategic Marketing Management

0750659386-Prelims 10/13/2004 11:06am Page i

Dedication

This book is dedicated to the authors’ wives – Gillian and Rosie – and to Ben Gilligan

for their support while it was being written.

Acknowledgements

Our thanks go to Janice Nunn for all the effort that she put in to the preparation of the

manuscript.

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Strategic Marketing
Management

Planning, implementation and control

Third edition

Richard M.S. Wilson
Emeritus Professor of Business Administration
The Business School
Loughborough University

and

Colin Gilligan
Professor of Marketing
Sheffield Hallam University
and Visiting Professor, Northumbria University

AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD
PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO

0750659386-Prelims 10/13/2004 11:06am Page iii

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

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