Strategic Marketing: An Introduction

Proctor, Tony

ISBN 10: 0415208114 / ISBN 13: 9780415208116

Published by Routledge, 2000

About this Item

Former library book; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less 1.2.

Seller Inventory # G0415208114I3N10

Bibliographic Details

• Title: Strategic Marketing: An Introduction
• Publisher: Routledge
• Publication Date: 2000
• Language: English
• ISBN 10: 0415208114
• ISBN 13: 9780415208116
• Binding: Paperback
• Condition: Good
• Dust Jacket Condition: No Jacket

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).