Strategic Marketing
Creating Competitive Advantage
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Product details:
- Edition number 3rd Ed.
- Publisher Oxford University Press
- Date of Publication 15 April 2015
- ISBN 9780199684090
- Binding Paperback
- No. of pages600 pages
- Size 246x190x23 mm
- Weight 1113 g
- Language English 0
Categories
Short description:
The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.
MoreLong description:
The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:
Where are you now?
Where do you want to be?
How will you get there?
Did you get there?
This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization, and to evaluate its impact and contribution.
This text is accompanied by an Online Resource Centre which provides:
For students:
Chapter summaries
Internet exercises
Key themes and further reading
Web links
For lecturers:
Additional case studiesGuide to additional case studies
Answers to case questions
Case analyses and teaching notes
PowerPoint slides
Test bank
Links to video clips on strategic issues
This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think which is refreshing. - Mike Flynn, University of Gloucestershire Business School
