Strategic Marketing: Creating Competitive Advantage

Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way. Applies strategic models to business, using case studies throughout each chapter to demonstrate how firms such as Nike, Samsung, and Tesco develop their marketing strategies and maintain their competitor advantage. Takes a strategic perspective, rather than marketing management perspective, helping students to understand the impact marketing strategy has on an organization. Features abstracts of journals articles in each chapter, making original research accessible to students and encouraging further reading. New to this edition A new chapter on international marketing strategies explores the potential of foreign country markets, international marketing opportunities and challenges, foreign market entry modes and marketing mix strategies in international markets. An increased international focus introduces further examples from emerging markets including Asia, South America, and the BRIC countries. Additional European examples from a variety of industries from both SMEs and large organizations. Increased coverage of advances in technology that influence brand building and customer behaviour, such as the increasing use of social media. Completely updated literature on the theory and practice of marketing strategy and planning. The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model: Where are you now? Where do you want to be? How will you get there? Did you get there? This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization, and to evaluate its impact and contribution. This text is accompanied by an Online Resource Centre which provides: For students: Chapter summaries Internet exercises Key themes and further reading Web links For lecturers: Additional case studies Guide to additional case studies Answers to case questions Case analyses and teaching notes PowerPoint slides Test bank Links to video clips on strategic issues

• ISBN: 978-0-19-968409-0
• Editorial: OXFORD UNIVERSITY PRESS.
• Encuadernacion: Rústica
• Páginas: 600
• Fecha Publicación: 01/04/2015
• Nº Volúmenes: 1
• Idioma: