Strategic marketing : creating competitive advantage /
West, Douglas C.,
Strategic marketing : creating competitive advantage / Douglas West, John Ford, Essam Ibrahim. - Third edition. - Oxford : Oxford University Press, 2015. - 616 pages ; 25 cm
Previous ed.: 2010.
Part I.Introduction -- 1.Overview and strategy blueprint -- 2.Marketing strategy: anlysis and perspectives -- Part II: What are we now? -- 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 communication strategies -- 12.International marketing strategy -- 13.Social and ethical strategies.
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.
9780199684090 (pbk.) : £46.99 9780199684090 (pbk.)
Marketing.
Marketing--Management
Strategic planning.
Business and Management.
Economics, finance, business & management
Business strategy
Sales & marketing
HF5415.13
658.802 WES
Strategic marketing : creating competitive advantage / Douglas West, John Ford, Essam Ibrahim. - Third edition. - Oxford : Oxford University Press, 2015. - 616 pages ; 25 cm
Previous ed.: 2010.
Part I.Introduction -- 1.Overview and strategy blueprint -- 2.Marketing strategy: anlysis and perspectives -- Part II: What are we now? -- 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 communication strategies -- 12.International marketing strategy -- 13.Social and ethical strategies.
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.
9780199684090 (pbk.) : £46.99 9780199684090 (pbk.)
Marketing.
Marketing--Management
Strategic planning.
Business and Management.
Economics, finance, business & management
Business strategy
Sales & marketing
HF5415.13
658.802 WES