Strategic Marketing
Creating Competitive Advantage
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15 797 Ft
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Product details:
- Publisher Oxford University Press
- Date of Publication 27 April 2006
- ISBN 9780199273980
- Binding Paperback
- No. of pages560 pages
- Size 246x189x23 mm
- Weight 1196 g
- Language English
- Illustrations Numerous line drawings 0
Categories
Short description:
This title discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines key aspects of traditional marketing strategy and recent thinking. The text provides real-world examples to facilitate the understanding of theoretical concepts.
MoreLong description:
Suitable for both undergraduate and postgraduate marketing students, Strategic Marketing examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking.
It demonstrates how companies create competitive advantage through the use of strategic marketing. The book combines theory and practice within a unique conceptual framework. The text poses and answers questions relating to:
? Where Are We Now?
? Where Do We Want To Be?
? How Will We Get There?
? Did We Get There?
Using established frameworks and concepts, the book reviews recent thinking in marketing strategy and reviews a number of marketing tools and techniques.
ONLINE RESOURCE CENTRE
For Lecturers: additional case studies, guide to discussion questions, case analyses and teaching notes, PowerPoint slides, answers to case studies, guide to additional case studies and group assignments and tasks. tasks, and extra case studies. For Students: Internet exercises and annotated web links.
Table of Contents:
Part 1: Introduction
Overview
Marketing Strategy: Analysis and Perspectives
Part 2: Where Are We Now?
Environmental and Internal Analysis: market information and intelligence
Part 3: Where Do We Want To Be?
Strategic Marketing Decisions and Choices
Segmentation, Targeting and Positioning Strategies
Relationship Strategies
Part 4: How Will We Get There?
Product Innovation and Development Strategies
Branding Strategies
Service Marketing Strategies
Pricing and Distribution Strategies
Marketing Communications Strategies
E-Marketing Strategies
Part 5: Did We Get There?
Strategy Implementation and Control
Part 6: Conclusion
Social Marketing and Corporate Social Reponsibility
