Strategic marketing : creating competitive advantage /
West, Douglas C.
Strategic marketing : creating competitive advantage / Douglas West, John Ford and Essam Ibrahim. - 2nd ed. - Oxford : Oxford University Press, 2010. - 600 p. : col. ill. ; 25 cm.
Previous ed.: 2006.
Includes bibliographical references and index.
Part I.Introduction -- 1.Overview and strategy blueprint -- 2.Marketing strategy: analysis and perspectives -- Part II.Where we are 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 stategies -- 10.Pricing and distribugtion -- 11.Marketing comunications -- 12.E-marketing strategies -- 13.Social and ethical strategies -- Part V.Did we get there? -- 14.Strategy implementation, control, and metrics.
This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
9780199556601 (pbk.) : £37.99 0199556601 0199556601 (pbk) 9780199556601 (pbk) 9780199556601
2010001522
Marketing--Decision making
Marketing.
Marketing--Management
Strategic planning.
Business and Management.
Sales & marketing management
Business strategy
HF5415.13
658.8101 WES
Strategic marketing : creating competitive advantage / Douglas West, John Ford and Essam Ibrahim. - 2nd ed. - Oxford : Oxford University Press, 2010. - 600 p. : col. ill. ; 25 cm.
Previous ed.: 2006.
Includes bibliographical references and index.
Part I.Introduction -- 1.Overview and strategy blueprint -- 2.Marketing strategy: analysis and perspectives -- Part II.Where we are 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 stategies -- 10.Pricing and distribugtion -- 11.Marketing comunications -- 12.E-marketing strategies -- 13.Social and ethical strategies -- Part V.Did we get there? -- 14.Strategy implementation, control, and metrics.
This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
9780199556601 (pbk.) : £37.99 0199556601 0199556601 (pbk) 9780199556601 (pbk) 9780199556601
2010001522
Marketing--Decision making
Marketing.
Marketing--Management
Strategic planning.
Business and Management.
Sales & marketing management
Business strategy
HF5415.13
658.8101 WES