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.
- A new chapter on international marketing strategies explores the potential of foreign country markets, international marketing opportunities and challenges, foreign market entry modes and marketing mix strategies in international markets.
- An increased international focus introduces further examples from emerging markets including Asia, South America, and the BRIC countries.
- Additional European examples from a variety of industries from both SMEs and large organizations.
- Increased coverage of advances in technology that influence brand building and customer behaviour, such as the increasing use of social media.
- Completely updated literature on the theory and practice of marketing strategy and planning.
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