Strategic Marketing
Theory and Applications for Competitive Advantage
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Product details:
- Edition number 2
- Publisher OUP Southern Africa
- Date of Publication 27 November 2014
- ISBN 9780199044931
- Binding Paperback
- No. of pages400 pages
- Size 242x169x18 mm
- Weight 590 g
- Language English 0
Categories
Short description:
Strategic Marketing second edition applies and evaluates the theory of strategic marketing through southern African case studies.
MoreLong description:
Strategic Marketing second edition deals with the theories and formulation of strategic marketing, discusses the analysis of the environment, and applies and evaluates marketing concepts through southern African case studies.
MoreTable of Contents:
Part 1: Strategic marketing in context
The nature of strategic marketing
The southern African marketing environment
Part 2: Marketing opportunity analysis
Identifying market opportunities
Developing market opportunities
Part 3: Strategic marketing processes
Identifying and targeting attractive market segments
Marketing strategies in the life cycle
Product and service innovation
Branding and positioning
Part 4: Strategic marketing implementation and control
The marketing plan
Implementation of marketing strategies
Marketing metrics
Part 5: Contemporary issues in strategic marketing
Marketing: An ethical and sustainable approach
