Strategic Marketing: Creating Competitive Advantage

Author : "Douglas West (Professor of Marketing, King's College London)"

Paperback

Published : Thursday 9 April 2015

ISBN : 9780199684090

Price : €62.65

Description

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.

The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular WWHD model: Where are you now? Where do you want to be? How will you get there? Did you get there? This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization, and to evaluate its impact and contribution. This text is accompanied by an Online Resource Centre which provides: For students: Chapter summaries Internet exercises Key themes and further reading Web links For lecturers: Additional case studies Guide to additional case studies Answers to case questions Case analyses and teaching notes PowerPoint slides Test bank Links to video clips on strategic issues

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