Strategic Marketing - eBook

9780429951558
0-429-95155-8

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation,.

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competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:examine the role of corporate, business, and marketing strategy in strategic marketing;recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth;interpret the various elements of marketing strategy and apply them to a particular real-world situation;apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues;apply ethical frameworks to strategic marketing situations.Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.