By: Douglas West, John Ford, Essam Ibrahim

Paperback

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The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure, allowing students to understand the theoretical foundations of the subject. A wealth of pedagogical features enhances the learning experience; such as abstracts of journal articles to introduce students to primary sources of information and encourage further reading. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context.
The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework:
Where are we now?
Where do we want to be?
How will we get there?
Did we get there?
This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization and to evaluate its impact and contribution.
The book is accompanied by an online resource center providing additional resources for both students and instructors.
For Instructors:
* Additional case studies, including the London Olympics
* Guide to discussion questions
* Case analyses and teaching notes
* PowerPoint slides
* Answers to case questions
* Group assigments and tasks
* A test bank of questions
* Suggested clips and videos on strategic issues
* Abstracts and links to recent articles/thinking
For Students:
* Internet exercises
* Key themes and further reading
* Web links

Part A: Introduction 1. Overview and Strategy Blueprint 2. Marketing Strategy: Analysis and Perspectives Part B: Where are we now? 3. Environmental & Internal Analysis: Market Information & Intelligence, Financial Analyses Part C: Where do we want to be? 4. Strategic Marketing Decisions, Choices & Mistakes 5. Segmentation, Targeting & Positioning Strategies 6. Branding Strategies 7. Relational & Sustainability Strategies Part D: How will we get there? 8. Product Innovation & Development Strategies 9. Service Marketing Strategies 10. Pricing & Distribution Strategies 11. Marketing Communications Strategies 12. E-Marketing Strategies 13. Social and Ethical Strategies Part E: Did we get there? 14. Strategy Implementation, Control & Metrics

ISBN: 9780199556601
ISBN-10: 0199556601
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 616
Published: 25th April 2010
Dimensions (cm): 24.5 x 19.0  x 2.9
Weight (kg): 1.274