Strategic Marketing 3rd Edition

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SKU: 9780199684090 Category: Tags: ,

Product Description

The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.

  • Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way.
  • Applies strategic models to business, using case studies throughout each chapter to demonstrate how firms such as Nike, Samsung, and Tesco develop their marketing strategies and maintain their competitor advantage.
  • Takes a strategic perspective, rather than marketing management perspective, helping students to understand the impact marketing strategy has on an organization.
  • Features abstracts of journals articles in each chapter, making original research accessible to students and encouraging further reading.

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