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Synopsis
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 articles to 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.
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About the Author
Douglas West is Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and
the University of Calgary. John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues. Essam Ibrahim is
Senior Lecturer in Marketing at the University of Edinburgh. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.
Review
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
"About this title" may belong to another edition of this title.
- PublisherOxford Univ Pr
- Publication date2015
- ISBN 10 019968409X
- ISBN 13 9780199684090
- BindingPaperback
- LanguageEnglish
- Edition number3
- Number of pages571
- Rating
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Paperback. Condition: Very Good. 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 studies Guide to additional case studies Answers to case questions Case analyses and teaching notes PowerPoint slides Test bank Links to video clips on strategic issues. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR007798681
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