Absolute Essentials of Strategic Marketing

Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy. This book is valuable reading for marketing students around the world.

List of contents

Introduction. 1. MARKETING STRATEGY. 2. PRODUCT PORTFOLIO AND MARKETING CAPABILITIES. 3. INDUSTRY AND COMPETITION. 4. THE MARKETING ENVIRONMENT. 5. CUSTOMER AND MARKET ANALYSES. 6. SUSTAINABLE COMPETITIVE ADVANTAGE. 7. GROWTH STRATEGIES. 8. SEGMENTATION, TARGETING AND POSITIONING. 9. MARKETING MIX STRATEGY. 10. INTERNATIONAL MARKETING. 11. MARKETING PLANNING AND IMPLEMENTING MARKETING STRATEGY

About the author

Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.

Summary

Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy. This book is valuable reading for marketing students around the world.

Product details

• Authors: Tony Proctor, Tony (University of Chester Proctor, Proctor Tony
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 31.05.2023
• EAN: 9780367524753
• ISBN: 978-0-367-52475-3
• No. of pages: 126
• Series: Absolute Essentials of Business and Economics
• Subjects: Social sciences, law, business > Business > General, dictionaries; Business & Economics / General, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, Sales & marketing management, business strategy, Sales & marketing, Sales and marketing, Sales and marketing management