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The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:
Where are you now?
Where do you want to be?
How will you get there?
Did you 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.
This text is accompanied by an Online Resource Centre which provides:
For students:
Chapter summaries
Internet exercises
Key themes and further reading
Web links
For lecturers:
Additional case studiesGuide to additional case studies
Answers to case questions
Case analyses and teaching notes
PowerPoint slides
Test bank
Links to video clips on strategic issues
List of contents
Part I: Introduction; 1 Overview and strategy blueprint; 2 Marketing strategy: analysis and perspectives; Part II: Where are we now?; 3 Environmental and internal analysis: market information and intelligence; Part III: 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 IV: 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 International marketing strategies; 13 Social and ethical strategies; Part V: Did we get there?; 14 Strategy implementation, control, and metrics
About the author
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.
Summary
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.
Additional text
This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think which is refreshing. - Mike Flynn, University of Gloucestershire Business School
Report
This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think which is refreshing. - Mike Flynn, University of Gloucestershire Business School
