| Description | | - Offers a strategic, as opposed to marketing management perspective.
- The structure simplifies navigation by providing a clear overview of the process of strategic marketing, and promotes a holistic understanding of the subject.
- Journal article abstracts aim to make original research more accessible, and encourage reflection on key topics by students.
- Contains a wealth of international real-world examples which demonstrate strategic marketing in practice, enabling students to understand the relevance of theoretical concepts.
- Contains end-of-chapter cases throughout as well as three long cases at the end of the book.
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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.
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Readership: Suitable for both undergraduate and postgraduate students studying strategic marketing modules.
| Authors, editors,
and contributors |
Douglas West, Professor of Marketing, Birmingham Business School,
John Ford, Professor of Marketing and International Business, Old Dominion University, and
Essam Ibrahim, Lecturer in Marketing, University of Strathclyde
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The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
are unable to ship a specific product to a particular territory.
Jacket images are provisional and liable to change before publication.
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