Strategic Marketing
Creating Competitive Advantage
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Product details:
- Edition number 4
- Publisher OUP Oxford
- Date of Publication 2 June 2022
- ISBN 9780198856764
- Binding Paperback
- No. of pages600 pages
- Size 247x191x23 mm
- Weight 1147 g
- Language English 217
Categories
Short description:
Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.
MoreLong description:
Highly practical and exceptionally clear, Strategic Marketing discusses the essential concepts and tools necessary to understand and implement effective marketing strategies.
The fourth edition is packed with new case studies and examples including the rise of Disney +, the use of artificial intelligence in marketing, and small-scale innovators in India. Step into the professional world via the brand-new Practitioner Insights feature through which marketers operating across Africa, Europe, and Asia share the issues they have faced and how they overcame them. This significantly-revised edition also includes the latest research and explorations of socio-political issues, such as the Black Lives Matter movement and the global COVID-19 pandemic, underlining the importance of such to marketers.
The book's clear four-part structure mirrors the industry's most widely-used strategic marketing framework. Each part tackles one of four questions that organizations need to ask themselves: 'where are we now?', 'where do we want to be?', 'how will we get there?' and finally: 'did we get there?' - all while revealing the techniques marketers use to discover the answers.
This illuminating book is the ideal guide to strategic marketing for those studying the topic and for anyone aspiring to become a successful strategic marketer.
The e-book offers a mobile experience and convenient access: www.oxfordtextbooks.co.uk/ebooks
This book is accompanied by the following online resources:
For students:
Self-test multiple choice questions with answer feedback
Case study guide
Links to additional resources (articles, videos, and other resources)
Chapter summaries
Key themes and further reading
Additional exercises
Flashcard glossary
For lecturers:
Additional extended case studies with teaching notes
Lecturer's guide to using the case studies from the book in class
PowerPoint presentations
Test bank containing multiple-choice questions
Links to third-party video content
Figures from the text
A clear and user-friendly text addressing the needs of the modern marketing decision-maker.
Table of Contents:
Part A Where are we now?
Strategic marketing: analysis, perspectives, and blueprint
Environmental and internal analysis: market information and intelligence
Part B Where do we want to be?
Strategic marketing decisions, choices, and mistakes
Segmentation, targeting, and positioning strategies
Branding strategies
Part C How will we get there?
Relational and sustainability strategies
Product innovation and development strategies
Service marketing strategies
Pricing and distribution strategies
Marketing communications
Social and ethical strategies
Part D Did we get there?
Strategy implementation and control
Strategy and metrics
