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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: · Where Are We Now? · Where Do We Want To Be? · How Will We Get There? · 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 web links.
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This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think - which is refreshing. (Mike Flynn, University of Gloucestershire Business School)
The authors integrate classic literature alongside the more contemporary and cutting-edge debates in marketing strategy, illustrated with a great range of examples and case-studies. A well researched text that is written in such a way to be accessible to both undergraduate and taught postgraduate students. (Jonathan Elms, University of Stirling)
Douglas West is Professor of Marketing at Birmingham Business School. Prior to this, he was Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College and the University of Calgary. John B. Ford is Professor of Marketing and International Business in the College of Business and Public Administration at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues. Essam Ibrahim is Lecturer in Marketing at University of Strathclyde. Prior to this, he had taught and researched marketing at Manchester Metropolitan University, Huddersfield University and Cairo University.
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Book Description Condition: New. New. Seller Inventory # S-0199273987
Book Description Oxford University Press, 2006. Condition: New. A+ Customer service! Satisfaction Guaranteed! Book is in NEW condition. Seller Inventory # 0199273987-2-1
Book Description Oxford University Press, 2006. Paperback. Condition: BRAND NEW. Seller Inventory # 0199273987_abe_bn