Absolute Essentials of Strategic Marketing
A Research Overview
1st Edition
Published on 17. May 2020
126 pages
978-1-000-09664-4 (ISBN)
Description
Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird's-eye view of the field for students of marketing strategy.
Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of 'strategic windows' to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.
Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.
Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of 'strategic windows' to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.
Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.
More details
Series
Edition
1. Auflage
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Product notice
Reflowable
Illustrations
8 Illustrations, black and white
ISBN-13
978-1-000-09664-4 (9781000096644)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Tony Proctor
Absolute Essentials of Strategic Marketing
Book
05/2023
1st Edition
Routledge
€35.90
Shipment within 15-20 days
Book
07/2020
1st Edition
Routledge
€76.80
Shipment within 15-20 days
Person
Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.
Content
Introduction. 1. MARKETING STRATEGY. 2. PRODUCT PORTFOLIO AND MARKETING CAPABILITIES. 3. INDUSTRY AND COMPETITION. 4. THE MARKETING ENVIRONMENT. 5. CUSTOMER AND MARKET ANALYSES. 6. SUSTAINABLE COMPETITIVE ADVANTAGE. 7. GROWTH STRATEGIES. 8. SEGMENTATION, TARGETING AND POSITIONING. 9. MARKETING MIX STRATEGY. 10. INTERNATIONAL MARKETING. 11. MARKETING PLANNING AND IMPLEMENTING MARKETING STRATEGY
