Strategic Marketing: Creating Competitive Advantage

Authors

Douglas C. West
John B. Ford, Old Dominion UniversityFollow
Essam Ibrahim

Files

Description

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]

ISBN

9780199684090

Publication Date

2015

Publisher

Oxford University Press

City

Oxford; New York

Keywords

Business logistics, Decision making, Strategic planning

Disciplines

Business Administration, Management, and Operations | Marketing

Comments

NOTE: ODU Library has a copy of the 2010 second edition.

Recommended Citation

West, Douglas C.; Ford, John B.; and Ibrahim, Essam, "Strategic Marketing: Creating Competitive Advantage" (2015). Marketing Faculty Books. 1.
https://digitalcommons.odu.edu/marketing_books/1