Strategic Marketing: An Introduction

ISBN-13: 9780415458177 / Angielski / Miękka / 2008 / 348 str.

Proctor Tony

Opis

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. A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415458160/

Spis treści

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

O autorze

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).