Strategic Marketing Creating Competitive Advantage

ISBN-10: 0199556601
ISBN-13: 9780199556601
Edition: 2nd 2010
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Description: The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing  More...

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Book details

List price: $109.95
Edition: 2nd
Copyright year: 2010
Publisher: Oxford University Press
Publication date: 4/17/2010
Binding: Paperback
Pages: 600
Size: 7.25" wide x 9.50" long x 1.00" tall
Weight: 1.056
Language: English

The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure, allowing students to understand the theoretical foundations of the subject. A wealth of pedagogical features enhances the learning experience; such as abstracts of journal articlesto introduce students to primary sources of information and encourage further reading. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context.The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework:Where are we now?Where do we want to be?How will we get there?Did we 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.The book is accompanied by an online resource centre providing additional resources for both students and lecturers.Lecturer resources:Additional case studies, including the London OlympicsGuide to discussion questionsCase analyses and teaching notesPowerPoint slidesAnswers to case questionsGroup assigments and tasksA test bank of questionsSuggested clips and videos on strategic issuesAbstracts and links to recent articles/thinkingStudent resources:Internet exercisesKey themes and further readingWeb links

Introduction
Overview and Strategy Blueprint
Marketing Strategy: Analysis and Perspectives
Where are we now?
Environmental & Internal Analysis: Market Information & Intelligence, Financial Analyses
Where do we want to be?
Strategic Marketing Decisions, Choices & Mistakes
Segmentation, Targeting & Positioning Strategies
Branding Strategies
Relational & Sustainability Strategies
How will we get there?
Product Innovation & Development Strategies
Service Marketing Strategies
Pricing & Distribution Strategies
Marketing Communications Strategies
E-Marketing Strategies
Social and Ethical Strategies
Did we get there?
Strategy Implementation, Control & Metrics

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