Strategic marketing : creating competitive advantage / Douglas West, John Ford, Essam Ibrahim.
Material type: TextPublisher: Oxford : Oxford University Press 2015Edition: Third editionDescription: 616 pages ; 25 cmISBN:- 9780199684090 (pbk.) :
- 9780199684090 (pbk.)
- 658.802 WES
- HF5415.13
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 WES (Browse shelf(Opens below)) | 1 | Available | 219145 |
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.