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Absolute Essentials of Strategic Marketing (Absolute Essentials of Business and Economics) - Hardcover

Book 4 of 15: Absolute Essentials of Business and Economics

Proctor, Tony

 
9780367437756: Absolute Essentials of Strategic Marketing (Absolute Essentials of Business and Economics)
Hardcover
ISBN 10: 0367437759 ISBN 13: 9780367437756
Publisher: Routledge, 2020

Synopsis

Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy.

Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.

Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.

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About the Author

Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.

"About this title" may belong to another edition of this title.

Publisher
Routledge
Publication date
2020
Language
English
ISBN 10 
0367437759
ISBN 13 
9780367437756
Binding
Hardcover
Edition number
1
Number of pages
126