Strategic Marketing: Creating Competitive Advantage

Title

Strategic Marketing: Creating Competitive Advantage

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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.

Strategic Marketing: Creating Competitive Advantage

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