Description
Book SynopsisPractical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.
Trade ReviewA clear and user-friendly text addressing the needs of the modern marketing decision-maker. * Dr Edel Foley, Technological University Dublin *
Comprehensive and detailed discussion about marketing strategy that covers a range of essential concepts and their applicability across the globe. * Dr Kathy-Ann Fletcher, Abertay University *
Table of ContentsPart A Where are we now? 1: Strategic marketing: analysis, perspectives, and blueprint 2: Environmental and internal analysis: market information and intelligencePart B Where do we want to be? 3: Strategic marketing decisions, choices, and mistakes 4: Segmentation, targeting, and positioning strategies 5: Branding strategiesPart C How will we get there? 6: Relational and sustainability strategies 7: Product innovation and development strategies 8: Service marketing strategies 9: Pricing and distribution strategies 10: Marketing communications 11: Social and ethical strategiesPart D Did we get there? 12: Strategy implementation and control 13: Strategy and metrics
