Strategic marketing: creating competitive advantage

The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies. INDICE: Part I: Introduction; 1: Overview and Strategy Blueprint; 2: Marketing Strategy: Analysis and Perspectives; Part II: Where are we now?; 3: Environmental & Internal Analysis: Market Information & Intelligence; Part III: Where do we want to be?; 4: Strategic Marketing Decisions, Choices & Mistakes;5: Segmentation, Targeting & Positioning Strategies; 6: Branding Strategies; 7: Relational & Sustainability Strategies; Part IV: How will we get there?; 8:Product Innovation & Development Strategies; 9: Service Marketing Strategies;10: Pricing & Distribution; 11: Marketing Communications; 12: E-Marketing Strategies; 13: Social and Ethical Strategies; Part V: Did we get there?; 14: Strategy Implementation, Control & Metrics

• ISBN: 978-0-19-955660-1
• Editorial: Oxford University
• Encuadernacion: Rústica
• Páginas: 616
• Fecha Publicación: 25/03/2010
• Nº Volúmenes: 1
• Idioma: Inglés