The CIM Handbook of Strategic Marketing

From the back cover

THE 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 emphasized 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 consumer sovereignty there is a tremendous amount of pressure on organizations to adapt 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
• Provides supporting material for managers and employees who are building their marketing competence by attending training programmes
• Includes contributions from leading academics such as Doyle, McDonald, Piercy, Hooley and Greenley.

Written by leading marketing thinkers, THE CIM HANDBOOK OF STRATEGIC MARKETING is a blueprint for designing and implementing effective marketing strategies and improving business performance.

To see the Contents of this book and the names of the leading marketing professors who provided the contributions, please click on the following link:

See Contents

To read the introduction to the book, it's context and philosophy, please click on the following link:

Introduction

Background

The idea for this book emerged from a number of discussions with Butterworth Heinemann, the UK's leading publisher of marketing texts, and the Chartered Institute of Marketing (CIM), one of the world's largest marketing education and training organisations with a membership embracing academics and practitioners The principal goal of the project was to provide a link between the two, providing a forum for top marketing professors to share their leading-edge research findings in an accessible way for busy marketing professionals.

At the time of its being commissioned, Professor Michael Thomas, the co-editor, was President of the Chartered Institute of marketing with a vision for the organisation of bridging the perceived gap between theory and practice. Each professor was given a 'template' within which to present their contributions to ensure consistency and accessibility throughout the book. Over and above this, the contributors were selected based upon their acknowledged expertise in the topics they covered.

Colin Egan,

Rugby, February 2008