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...

Fully updated to include case studies from a range of industry sectors, the 2nd edition is a concise, thorough and enlightening textbook that demonstrates how organizations can take advantage of 'strategic windows' to improve their positions.