Strategic Marketing

Strategic Marketing

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The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure to allow students to understand the theoretical foundations of the subject. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context. The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework: Where are we now? Where do we want to be? How will we get there? Did we 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. The book is accompanied by an online resource centre providing additional resources for both students and lecturers.Creating Competitive Advantage Douglas West, John Ford, Essam Ibrahim ... Brideshead Revisited (2008, with Warner Independent Pictures and Recorded Picture Company); The Boy in the Striped Pyjamas (2008)). ... When developers approach a deadline, they are often forced to drop features in order to meet the schedule. ... For example, Microsoft famously implemented a scenario to develop and introduce its Explorer Web browser when Internet activity reached a crucial level.


Title:Strategic Marketing
Author: Douglas West, John Ford, Essam Ibrahim
Publisher:Oxford University Press - 2010-03-25
ISBN-13:

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