Strategic Marketing Creating Competitive Advantage

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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. Key Features Offers a strategic, as opposed to marketing management perspective. The structure simplifies navigation by providing a clear overview of the process of strategic marketing, and promotes a holistic understanding of the subject. Journal article abstracts aim to make original research more accessible, and encourage reflection on key topics by students. Contains a wealth of international real-world examples which demonstrate strategic marketing in practice, enabling students to understand the relevance of theoretical concepts. Contains end-of-chapter cases throughout as well as three long cases at the end of the book. Table of Contents Part 1: Introduction Overview Marketing Strategy: Analysis and Perspectives Part 2: Where Are We Now? Environmental and Internal Analysis: market information and intelligence Part 3: Where Do We Want To Be? Strategic Marketing Decisions and Choices Segmentation, Targeting and Positioning Strategies Relationship Strategies Part 4: How Will We Get There? Product Innovation and Development Strategies Branding Strategies Service Marketing Strategies Pricing and Distribution Strategies Marketing Communications Strategies E-Marketing Strategies Part 5: Did We Get There? Strategy Implementation and Control Part 6: Conclusion Social Marketing and Corporate Social Reponsibility