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This practical textbook equips leaders and managers with the tools and insights they need to apply strategic marketing principles directly to their roles, driving business success and sustainable growth.
Designed specifically for managers, MBA students, and senior executives across various industries including healthcare, finance, engineering, and B2B the book presents theory, actionable strategies and reflective exercises tailored to the challenges faced by professionals in non-marketing roles.
Chapters delve into essential marketing concepts, such as market and customer insights, implementation of effective strategies, global marketing, brand management, and the impact of digital transformation. Real-world examples from leading companies like AstraZeneca, Bentley, and the NHS illustrate how strategic marketing principles can drive long-term growth, while reflective questions throughout the book encourage readers to apply these lessons to their own organizational challenges. Readers will learn how to:
- Make informed, data-driven decisions that align with business goals
- Develop and implement marketing strategies that are adaptable and future-focused
- Lead cross-functional teams to foster a customer-centric culture
- Leverage emerging technologies and global trends to maintain a competitive edge.
A valuable resource for students and leaders, this book will help you build the strategic marketing expertise needed to drive success in a rapidly changing landscape.
List of contents
Chapter 1: Elevating Your Strategic Marketing Mindset.- Part 1: Foundations and Analysis.- Chapter 2: Introduction to Strategic Marketing.- Chapter 3: Market and Customer Insights.- Chapter 4: Mapping the Customer Journey.- Chapter 5: Market Segmentation, Targeting and Positioning.- Part 2: Strategy and Development.- Chapter 6: Brand Management.- Chapter 7: Integrated Marketing Communications.- Chapter 8: Global Strategic Marketing.- Chapter 9: New Product Development.- Part 3: Digital Transformation and Data-Driven Marketing.- Chapter 10: The Digital Ecosystem.- Chapter 11: Digital Disruption.- Part 4: Contemporary Marketing and Future Trends.- Chapter 12: Implementing Marketing Strategies.- Chapter 13: Contemporary Issues in Strategic Marketing.- Chapter 14: The Strategic Marketing Journey and Beyond.
About the author
Dr Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. Emmanuel's primary areas of interest are ABCDE of Marketing Communications - Advertising, Branding, Communications, Digital and Ethics. He has studied attitude towards brands and advertisement through various media such as print and social. He has published peer-reviewed journal articles and book chapters and presented his works in a large number of national and international conferences.
He is a Fellow of the Higher Education Academy (HEA), which demonstrates his teaching philosophy and commitment to encouraging experiential learning. He believes in giving students the opportunity to learn by doing, to think outside the box and to challenge norms. This process critically engages students in real-life applications of what they have learnt.
Emmanuel has previously worked as a marketing communication executive, responsible for creative designs and managing marketing campaigns, liaising and building relationships with a range of stakeholders.
Summary
This practical textbook equips leaders and managers with the tools and insights they need to apply strategic marketing principles directly to their roles, driving business success and sustainable growth.
Designed specifically for managers, MBA students, and senior executives across various industries—including healthcare, finance, engineering, and B2B—the book presents theory, actionable strategies and reflective exercises tailored to the challenges faced by professionals in non-marketing roles.
Chapters delve into essential marketing concepts, such as market and customer insights, implementation of effective strategies, global marketing, brand management, and the impact of digital transformation. Real-world examples from leading companies like AstraZeneca, Bentley, and the NHS illustrate how strategic marketing principles can drive long-term growth, while reflective questions throughout the book encourage readers to apply these lessons to their own organizational challenges. Readers will learn how to:
- Make informed, data-driven decisions that align with business goals
- Develop and implement marketing strategies that are adaptable and future-focused
- Lead cross-functional teams to foster a customer-centric culture
- Leverage emerging technologies and global trends to maintain a competitive edge.
A valuable resource for students and leaders, this book will help you build the strategic marketing expertise needed to drive success in a rapidly changing landscape.
