Strategic Marketing: An Introduction

Proctor, Tony

ISBN 10: 0415208106 / ISBN 13: 9780415208109

Published by Routledge, 2000

About this Item

This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Book contains highlighter markings. In poor condition, suitable as a reading copy. No dust jacket. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,750grams, ISBN:9780415208109.

Seller Inventory # 9778992

Bibliographic Details

• Title: Strategic Marketing: An Introduction
• Publisher: Routledge
• Publication Date: 2000
• Language: English
• ISBN 10: 0415208106
• ISBN 13: 9780415208109
• Binding: Hardcover
• Condition: Poor
• Seller catalogs:
  • Business

About this title

Synopsis

Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include:

* marketing strategy
* analyzing the business environment
* the customer in the market place
* targeting and positioning
* marketing mix strategy.

This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.

About the Author

Tony Proctor is Professor in Marketing at the University of Chester, UK. He has written extensively on marketing and related issues, including Creative Problem Solving for Managers, Second Edition (Routledge, 2005).