Synopses & Reviews
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.
Synopsis
Suitable for both undergraduate and postgraduate marketing students, Strategic Marketing examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking.
About the Author
Douglas West is Professor of Marketing at Birmingham Business School. Prior to this he was 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 B. Ford is Professor of Marketing and International Business in the College of Business and Public Administration 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 Senior Lecturer in Marketing at the University of Edinburgh. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.
Table of Contents
Part A: Introduction 1. Overview and Strategy Blueprint
2. Marketing Strategy: Analysis and Perspectives
Part B: Where are we now?
3. Environmental and Internal Analysis: Market Information and Intelligence, Financial Analyses
Part C: Where do we want to be?
4. Strategic Marketing Decisions, Choices and Mistakes
5. Segmentation, Targeting and Positioning Strategies
6. Branding Strategies
7. Relational and Sustainability Strategies
Part D: How will we get there?
8. Product Innovation and Development Strategies
9. Service Marketing Strategies
10. Pricing and 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 and Metrics