Strategic Marketing
An Introduction
1st Edition
Published on 25. February 2014
352 pages
978-1-317-83422-9 (ISBN)
Description
Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them.
From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of 'strategic windows' to improve its position. Core issues covered include:
marketing strategy
analyzing the business environment
the customer in the market place
targeting and positioning
marketing mix strategy.
This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management.
From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of 'strategic windows' to improve its position. Core issues covered include:
marketing strategy
analyzing the business environment
the customer in the market place
targeting and positioning
marketing mix strategy.
This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Product notice
Reflowable
Illustrations
44 s/w Abbildungen, 81 s/w Tabellen, 44 s/w Zeichnungen
81 Tables, black and white; 44 Line drawings, black and white; 44 Illustrations, black and white
File size
13,18 MB
ISBN-13
978-1-317-83422-9 (9781317834229)
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
Book
07/2008
2nd Edition
Routledge
€94.40
Shipment within 15-20 days
Book
07/2008
1st Edition
Routledge
€274.70
Shipment within 15-20 days
Person
Tony Proctor is Professor in Marketing at the University of Chester, UK. He has written extensively on marketing and related issues, including Creative Problem Solving for Managers, Second Edition (Routledge, 2005).
Content
1.Marketing Strategy: Introduction and Overview 2. Portfolio Analysis 3. Analysis of the Business Enterprise 4. Industry Analysis 5. Market Analysis 6. Analysing Competition 7. Analysing the Business Environment 8. Analysing the Customer in the Market Place 9. Sustainable Competitive Advantage and Generic Strategies 10. Segmentation, Targeting and Positioning 11. Marketing Mix Strategy 12. Growth Strategies: Product-Market Expansion 13. Facilitating the Implementation of Strategies 14. Planning and Implementing Marketing Strategies
