Strategic Marketing Creating Competitive Advantage

Name: Strategic Marketing Creating Competitive Advantage
Price: 85.24 USD
Availability: InStock
ISBN: 9780199556601

ISBN-10: 0199556601

ISBN-13: 9780199556601

Edition: 2nd 2010

Authors: Douglas West, John Ford, Essam Ibrahim

List price: $109.95

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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…

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: 9.60" wide x 7.50" long x 1.10" tall
Weight: 2.794
Language: English




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