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Strategic Marketing: Decision Making and Planning : 4th Edition - Peter Reed

Strategic Marketing: Decision Making and Planning

4th Edition

Book with Other Items Published: 16th October 2014
ISBN: 9780170241236
Number Of Pages: 304

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Booktopia Comments

Bond University
Canberra Inst Of Tech - Reid
Charles Sturt University - Bathurst
Charles Sturt University - Wagga Wagga
Federation University - Gippsland
Holmesglen Institute Chadstone Campus
Monash University -Caulfield
University of Adelaide - North Terrace
University of New South Wales - Kensington
University of Newcastle - Callaghan
University of Queensland - St Lucia
University of South Australia - City West
University of Sydney - Sydney
University of Western Australia

Product Description

This fully revised 4th edition of Strategic Marketing: Decision Making and Planning continues to set a framework for marketing decision making as a part of a holistic approach to an organisation's strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes.

Strategic Marketing: Decision Making and Planning is written for those involved in the processes of developing and implementing marketing strategies. The book emphasises the role of marketing as an organisation-wide process rather than as a stand-alone organisational function. Accordingly, Strategic Marketing: Decision Making and Planning focuses on providing a framework for marketing decision making as part of a broad-based or holistic approach to strategic management. The framework provides for decision-making processes that are made both within and outside of formal strategic-planning processes.

The guiding principle of Strategic Marketing: Decision Making and Planning is to provide strategists with the ability to develop and implement effective marketing strategies by drawing on relevant concepts and analytical tools. It is a book that emphasises the practical application of marketing and other strategy-related theories, concepts, tools and techniques. It is designed to be used by practising managers and students alike, from the first-timer to the experienced strategist. It is particularly appropriate for business students studying marketing in subjects such as strategic marketing, strategic marketing planning and strategic marketing management. The emphasis on the application of relevant marketing concepts, tools and techniques provides the basis for organising this book.

New to the Edition

  • Chapters 3-12 open with a continuing concept diagram, ‘The model of a strategic marketing plan’, which highlights the stage of the planning to be covered in the chapter ahead.

  • Opening quotes, to highlight the core concepts of each chapter

  • Opening vignettes, to contextualise strategic marketing for students

  • Ethics questions, to emphasise for students the importance of ethical practice from the planning stage of a strategy, looking at issues such as privacy, various cultures’ attitudes to accepting gifts, whether market segmentation is a form of stereotyping and whether consultants put their needs first

  • Strategy in Practice boxes consist of case studies on companies such as Wesfarmers, Swatch, Ford, Burberry and Nestle

  • Glossary terms highlighted

  • End of chapter material, including a summary and conclusion, an ongoing strategic marketing project and new discussion questions and ethical issues

  • Search me! Marketing key terms

About the Author

Peter Reed is the former MBA Director at Monash University and Associate Professor of Marketing. His areas of expertise cover strategic marketing, marketing planning, brand positioning and integrated marketing communications. He has extensive experience in the marketing field as a marketing practitioner, consultant and as an academic. In 2004 Peter was awarded the Monash University Faculty of Business and Economics Dean’s Teaching Award and the University’s Vice-Chancellor’s Award for Distinguished Teaching in 2005. In 2009 under Peter’s leadership the Monash MBA was ranked number 1 in the world in the category of personal development and educational experience in the Economist worldwide survey of MBAs.

Section 1: Introduction
1.The changing world of marketing
2.Strategic thinking & strategic decision-making

Section 2: Marketing analysis
3.Strategic analysis

Section 3: Strategy development High level decision
4.Strategy development – high level decision making
5.Segmentation, targeting and brand positioning strategies
6.Marketing mix strategies

Section 4: Strategy development – product-market strategies
7.New product development strategies
8.Penetration marketing strategies
9.Market development strategies
10.Diversification marketing strategies

Section 5: Implementation and control
11.Strategic marketing management
12.Preparing strategic marketing recommendations

ISBN: 9780170241236
ISBN-10: 0170241238
Audience: Tertiary; University or College
Format: Book with Other Items
Language: English
Number Of Pages: 304
Published: 16th October 2014
Publisher: Cengage Learning Australia
Country of Publication: AU
Dimensions (cm): 25.5 x 18.5  x 1.6
Weight (kg): 0.62
Edition Number: 4
Edition Type: Revised

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