Strategic Marketing
Price: 900.00 INR
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ISBN:
9780199642601
Publication date:
25/07/2011
Paperback
616 pages
241.0x185.0mm
Price: 900.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780199642601
Publication date:
25/07/2011
Paperback
616 pages
241.0x185.0mm
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.
Rights: World Rights
Description
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.
Table of contents
PART I: INTRODUCTION
Chapter 1: Overview and Strategy Blueprint
Chapter 2: Marketing Strategy: Analysis and Perspectives
PART II: WHERE ARE WE NOW?
Chapter 3: Environmental & Internal Analysis: Market Information & Intelligence
PART III: WHERE DO WE WANT TO BE?
Chapter 4: Strategic Marketing Decisions, Choices & Mistakes
Chapter 5: Segmentation, Targeting & Positioning Strategies
Chapter 6: Branding Strategies
Chapter 7: Relational & Sustainability Strategies
PART IV: HOW WILL WE GET THERE?
Chapter 8: Product Innovation & Development Strategies
Chapter 9: Service Marketing Strategies
Chapter 10: Pricing & Distribution
Chapter 11: Marketing Communications
Chapter 12: E-Marketing Strategies
Chapter 13: Social and Ethical Strategies
PART V: DID WE GET THERE?
Chapter 14: Strategy Implementation, Control & Metrics
Features
- Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way.
- Applies strategic-analytical models to business, enabling an understanding of how theory works in practice.
- Takes a strategic rather than marketing management perspective, therefore allowing students to understand the impact marketing strategy has on an organization.
- Includes abstracts of journal articles in each chapter ensuring original research is accessible to students and to encourage further reading.
- New to this edition
- Increased real-world, pragmatic approach throughout the text.
- Provision of a summary diagram to show which strategic model to use at different stages of strategy development.
- Includes greater reference to organization structure and consumer-buyer behaviour.
- Features a section on how to understand business models and provides an in-depth discussion of portfolio models.
- Applies the SWOT, PEST and portfolio analyses in terms of decision-making from an operational perspective.
- Examines strategic mistakes as well as best practice.
- Includes a section on financial analysis, including how to analyse a balance sheet and make strategic decisions based upon it.
Description
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.
Read MoreTable of contents
PART I: INTRODUCTION
Chapter 1: Overview and Strategy Blueprint
Chapter 2: Marketing Strategy: Analysis and Perspectives
PART II: WHERE ARE WE NOW?
Chapter 3: Environmental & Internal Analysis: Market Information & Intelligence
PART III: WHERE DO WE WANT TO BE?
Chapter 4: Strategic Marketing Decisions, Choices & Mistakes
Chapter 5: Segmentation, Targeting & Positioning Strategies
Chapter 6: Branding Strategies
Chapter 7: Relational & Sustainability Strategies
PART IV: HOW WILL WE GET THERE?
Chapter 8: Product Innovation & Development Strategies
Chapter 9: Service Marketing Strategies
Chapter 10: Pricing & Distribution
Chapter 11: Marketing Communications
Chapter 12: E-Marketing Strategies
Chapter 13: Social and Ethical Strategies
PART V: DID WE GET THERE?
Chapter 14: Strategy Implementation, Control & Metrics
