July 8, 2020 Forthcoming
Reference - 112 Pages - 8 B/W Illustrations
ISBN 9780367437756 - CAT# 342002
Series: Absolute Essentials of Business and Economics
SAVE ~$12.00 on each
Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-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.
Introduction. 1. MARKETING STRATEGY. 2. PRODUCT PORTFOLIO AND MARKETING CAPABILITIES. 3. INDUSTRY AND COMPETITION. 4. THE MARKETING ENVIRONMENT. 5. CUSTOMER AND MARKET ANALYSES. 6. SUSTAINABLE COMPETITIVE ADVANTAGE. 7. GROWTH STRATEGIES. 8. SEGMENTATION, TARGETING AND POSITIONING. 9. MARKETING MIX STRATEGY. 10. INTERNATIONAL MARKETING. 11. MARKETING PLANNING AND IMPLEMENTING MARKETING STRATEGY