Strategic Marketing Creating Competitive Advantage

by West, Douglas; Ford, John; Ibrahim, Essam

• ISBN13: 9780199273980
• ISBN10: 0199273987
• Format: Paperback
• Copyright: 2006-06-29
• Publisher: Oxford University Press

Summary

Suitable for both undergraduate and postgraduate marketing students, Strategic Marketing examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking. It demonstrates how companies create competitive advantage through the use of strategic marketing. The book combines theory and practice within a unique conceptual framework. The text poses and answers questions relating to: DT Where Are We Now? DT Where Do We Want To Be? DT How Will We Get There? DT Did We Get There? Using established frameworks and concepts, the book reviews recent thinking in marketing strategy and reviews a number of marketing tools and techniques. ONLINE RESOURCE CENTRE For Lecturers: additional case studies, guide to discussion questions, case analyses and teaching notes, PowerPoint slides, answers to case studies, guide to additional case studies and group assignments and tasks. tasks, and extra case studies. For Students: Internet exercises and annotated weblinks.

Author Biography

Essam Ibrahim is Lecturer in Marketing at University of Strathclyde.

Table of Contents

Overview	p. 3
Marketing strategy : analysis and perspectives	p. 30
Environmental and internal analysis : market information and intelligence	p. 65
Strategic marketing decisions and choices	p. 103
Segmentation, targeting, and positioning strategies	p. 143
Relationship strategies	p. 177
Product innovation and development strategies	p. 209
Branding strategies	p. 238
Service marketing strategies	p. 265
Pricing and distribution strategies	p. 300
Marketing communications strategies	p. 333
E-marketing strategies	p. 366
Strategy implementation and control	p. 397
Social marketing and corporate social responsibility	p. 433
Table of Contents provided by Blackwell. All Rights Reserved.