Strategic marketing : creating competitive advantage /
West, Douglas C.
Strategic marketing : creating competitive advantage / Douglas West, John Ford and Essam Ibrahim. - 2nd edition. - Oxford : Oxford University Press, 2010. - xxvi, 585 p. : col. ill. ; 25 cm.
Previous ed.: 2006.
Includes bibliographical references and index.
Introduction: Overview and strategy blueprint; Marketing strategy: analysis and perspectives - Where are we now?: Environmental and internal analysis: market information and intelligence - Where do we want to be?: Strategic marketing decisions, choices, and mistakes; Segmentation, targeting, and positioning strategies; Branding strategies; Relational and sustainability strategies - How will we get there?: Product innovation and development strategies; Service marketing strategies; Pricing and distribution; Marketing communications; E-marketing strategies; Social and ethical strategies - Did we get there?: Strategy implementation, control, and metrics - End-of-book case studies.
This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
Specialized.
9780199556601 (pbk.) : £37.99 0199556601 (pbk.) : £37.99
Marketing.
Marketing--Management.
Strategic planning.
658.8'02
Strategic marketing : creating competitive advantage / Douglas West, John Ford and Essam Ibrahim. - 2nd edition. - Oxford : Oxford University Press, 2010. - xxvi, 585 p. : col. ill. ; 25 cm.
Previous ed.: 2006.
Includes bibliographical references and index.
Introduction: Overview and strategy blueprint; Marketing strategy: analysis and perspectives - Where are we now?: Environmental and internal analysis: market information and intelligence - Where do we want to be?: Strategic marketing decisions, choices, and mistakes; Segmentation, targeting, and positioning strategies; Branding strategies; Relational and sustainability strategies - How will we get there?: Product innovation and development strategies; Service marketing strategies; Pricing and distribution; Marketing communications; E-marketing strategies; Social and ethical strategies - Did we get there?: Strategy implementation, control, and metrics - End-of-book case studies.
This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
Specialized.
9780199556601 (pbk.) : £37.99 0199556601 (pbk.) : £37.99
Marketing.
Marketing--Management.
Strategic planning.
658.8'02