Strategic Marketing: Creating Competitive Advantage
The third edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure, allowing students to understand the theoretical foundations of the subject. A wealth of pedagogical features enhances the learning experience; such as abstracts of journal articles to introduce students to primary sources of information and encourage further reading. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context. [From Amazon.com]
Oxford University Press
Oxford; New York
Business logistics, Decision making, Strategic planning
Business Administration, Management, and Operations | Marketing
West, Douglas C.; Ford, John B.; and Ibrahim, Essam, "Strategic Marketing: Creating Competitive Advantage" (2015). Marketing Faculty Books. 1.