ABSTRACT
The completely revised and updated 3rd edition of the hugely successful Strategic Marketing: planning and control continues to provide a concise yet comprehensive synthesis of the key strategic marketing concepts. The text cuts through the complexity and jargon surrounding the subject and is tightly written to accommodate the reading time pressures on students.
A clear, comprehensive and user-friendly text it provides an unrivalled digest of the tools, techniques and knowledge required to understand strategic marketing. Covering contemporary issues by exploring current developments in marketing theory and practice. It offers-
• Coverage of key developments in customer relationship management, business ethics, market-led orientation and resource/asset-based approaches to internal analysis and planning
• A highly exam focused approach which has been class tested and refined
• A new chapter offering a ‘problem-based learning’ (PBL) approach to the subject
• Thoroughly revised and updated case studies and vignettes of real world best
practice throughout the text
Now established as one of the leading texts in the field Strategic Marketing 3rd edition will continue to be an essential learning tool for CIM students and marketing undergraduates and postgraduates. It will also be ideal for marketing professionals who want to improve their strategic knowledge and those on relevant executive courses.
TABLE OF CONTENTS
chapter |16 pages
The strategic perspective
part |112 pages
Strategic Analysis
chapter |17 pages
External analysis
chapter |9 pages
Competitive intelligence
chapter |39 pages
Segmentation
chapter |21 pages
Internal analysis
chapter |20 pages
Developing a future orientation
part |124 pages
Formulation of Strategy
chapter |17 pages
Strategic intent
chapter |27 pages
Strategy formulation
chapter |34 pages
Targeting, positioning and brand strategy
chapter |17 pages
Product development and innovation
chapter |11 pages
Alliances and relationships
chapter |12 pages
The strategic marketing plan
part |38 pages
Strategic Implementation
chapter |17 pages
Strategic implementation
chapter |18 pages
Control
part |23 pages
Contemporary Issues in Strategic Marketing
chapter |10 pages
Customer relationship management
chapter |11 pages
Marketing ethics and strategic marketing decision making
part |10 pages
Teaching Strategic Marketing