user
0
Su pedido

Tu pedido

Su carro de la compra está vacío

Materias

Strategic Marketing "Creating Competitive Advantage"

Creating Competitive Advantage

Strategic Marketing "Creating Competitive Advantage". Creating Competitive Advantage

Compartir en:

, ,

(0 Comentarios)
Comenta y valora este libro

pvp.55,30 €

Sin Stock. Posibilidad entre 11 y 20 dias

  • ISBN:9780199556601
  • Editorial: Oxford University Press.
  • Fecha de la edición:
  • Número de la edición: 2
  • Encuadernación:
  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:616
  • Idiomas:Ingles

Materias:

The second 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. The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework: Where are we now? Where do we want to be? How will we get there? Did we get there? This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization and to evaluate its impact and contribution. The book is accompanied by an online resource centre providing additional resources for both students and lecturers. Lecturer resources: Additional case studies, including the London Olympics Guide to discussion questions Case analyses and teaching notes PowerPoint slides Answers to case questions Group assigments and tasks A test bank of questions Suggested clips and videos on strategic issues Abstracts and links to recent articles/thinking Student resources: Internet exercises Key themes and further reading Web links

1 Overview and strategy blueprint 3
2 Marketing strategy: analysis and perspectives 33
3 Environmental and internal analysis: market information and intelligence 69
4 Strategic marketing decisions, choices, and mistakes 107
5 Segmentation, targeting, and positioning strategies 151
6 Branding strategies 186
7 Relational and sustainability strategies 223
8 Product innovation and development strategies 263
9 Service marketing strategies 296
10 Pricing and distribution 333
11 Marketing communications 372
12 E-marketing strategies 410
13 Social and ethical strategies 445
14 Strategy implementation, control, and metrics 481
End-of-book case studies 521

Otros libros de Ford, Jane

Otros libros de Marketing