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Strategic marketing : creating competitive advantage / Douglas West, John Ford and Essam Ibrahim.

By: West, Douglas CContributor(s): Ford, John B. (John Battice), 1949- | Ibrahim, EssamMaterial type: TextTextPublication details: Oxford : Oxford University Press, 2010Edition: 2nd editionDescription: xxvi, 585 p. : col. ill. ; 25 cmISBN: 9780199556601 (pbk.) :; 0199556601 (pbk.) :Subject(s): Marketing | Marketing -- Management | Strategic planningDDC classification: 658.8'02
Contents:
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.
Summary: 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.
Holdings
Item type Current library Home library Shelving location Class number Status Date due Barcode Item reservations
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.802 WES (Browse shelf(Opens below)) Available 06034748
Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 658.802 WES (Browse shelf(Opens below)) Available 06034764
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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.

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