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E-raamat: Absolute Essentials of Strategic Marketing

(University of Chester, UK)
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Absolute Essentials of Strategic MarketingSuurem pilt
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Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy.

Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.

Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.



Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy. This book is valuable reading for marketing students around the world.

Introduction.
1. MARKETING STRATEGY.
2. PRODUCT PORTFOLIO AND MARKETING
CAPABILITIES.
3. INDUSTRY AND COMPETITION.
4. THE MARKETING ENVIRONMENT.
5.
CUSTOMER AND MARKET ANALYSES.
6. SUSTAINABLE COMPETITIVE ADVANTAGE.
7. GROWTH
STRATEGIES.
8. SEGMENTATION, TARGETING AND POSITIONING.
9. MARKETING MIX
STRATEGY.
10. INTERNATIONAL MARKETING.
11. MARKETING PLANNING AND
IMPLEMENTING MARKETING STRATEGY
Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.
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Püsilink: https://www.kriso.ee/db/97810000966062e.html
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