Strategic Marketing: Creating Competitive Advantage

Paperback | July 22, 2015

byDouglas West, John Ford, Essam Ibrahim

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The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:Where are you now?Where do you want to be?How will you get there?Did you 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.This text is accompanied by an Online Resource Centre which provides:For students:Chapter summariesInternet exercisesKey themes and further readingWeb linksFor lecturers: Additional case studiesGuide to additional case studiesAnswers to case questionsCase analyses and teaching notesPowerPoint slidesTest bankLinks to video clips on strategic issues

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The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:Where are you now?Where do you want to be?How will you get there?Did you get there?This framew...

Douglas West is Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary. John Ford is Pr...

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Format:PaperbackDimensions:592 pages, 9.69 × 7.44 × 0.01 inPublished:July 22, 2015Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:019968409X

ISBN - 13:9780199684090

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Table of Contents

Part I: Introduction1. Overview and strategy blueprint2. Marketing strategy: analysis and perspectivesPart II: Where are we now?3. Environmental and internal analysis: market information and intelligencePart III: Where do we want to be?4. Strategic marketing decisions, choices and mistakes5. Segmentation, targeting, and positioning strategies6. Branding strategies7. Relational and sustainability strategiesPart IV: How will we get there?8. Product innovation and development strategies9. Service marketing strategies10. Pricing and distribution strategies11. Marketing communications strategies12. International marketing strategies13. Social and ethical strategiesPart V: Did we get there?14. Strategy implementation, control, and metrics