Strategic Marketing

The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.

• Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way.
• Applies strategic models to business, using case studies throughout each chapter to demonstrate how firms such as Nike, Samsung, and Tesco develop their marketing strategies and maintain their competitor advantage.
• Takes a strategic perspective, rather than marketing management perspective, helping students to understand the impact marketing strategy has on an organization.
• Features abstracts of journals articles in each chapter, making original research accessible to students and encouraging further reading.

New to this edition

• A new chapter on international marketing strategies explores the potential of foreign country markets, international marketing opportunities and challenges, foreign market entry modes and marketing mix strategies in international markets.
• An increased international focus introduces further examples from emerging markets including Asia, South America, and the BRIC countries.
• Additional European examples from a variety of industries from both SMEs and large organizations.
• Increased coverage of advances in technology that influence brand building and customer behaviour, such as the increasing use of social media.
• Completely updated literature on the theory and practice of marketing strategy and planning.

About the Author

Douglas West, Professor of Marketing, King's College London, John Ford, Professor of Marketing and International Business and Eminent Scholar, Old Dominion University, Norfolk, Virginia, and Essam Ibrahim, Coordinator of PhD Marketing Degree at the University of Edinburgh Business School

Douglas West is Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary.

John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.

Essam Ibrahim is Coordinator of PhD Marketing Degree at the University of Edinburgh Business School. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.