Absolute Essentials of Strategic Marketing: A Research Overview, 1st Edition (Hardback) book cover

Absolute Essentials of Strategic Marketing

A Research Overview, 1st Edition

By Tony Proctor

Routledge

112 pages | 8 B/W Illus.

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Hardback: 9780367437756
pub: 2020-07-08
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Description

Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy.

Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of "strategic windows" to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.

Enhanced by text features such as essential summaries, focused references, and additional online supplements, this very short introduction enables the reader to zero-in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.

Table of Contents

Introduction. 1. MARKETING STRATEGY. 2. PRODUCT PORTFOLIO AND MARKETING CAPABILITIES. 3. INDUSTRY AND COMPETITION. 4. THE MARKETING ENVIRONMENT. 5. CUSTOMER AND MARKET ANALYSES. 6. SUSTAINABLE COMPETITIVE ADVANTAGE. 7. GROWTH STRATEGIES. 8. SEGMENTATION, TARGETING AND POSITIONING. 9. MARKETING MIX STRATEGY. 10. INTERNATIONAL MARKETING. 11. MARKETING PLANNING AND IMPLEMENTING MARKETING STRATEGY

About the Author

Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.

About the Series

Absolute Essentials of Business and Economics

Textbooks are an extraordinarily useful tool for students and teachers, as is demonstrated by their continued use in the classroom and online. Successful textbooks run into multiple editions, and in endeavouring to keep up with developments in the field, it can be difficult to avoid increasing length and complexity.

This series of shortform textbooks offers a range of books which zero-in on the absolute essentials. In focusing on only the core elements of each sub-discipline, the books provide a useful alternative or supplement to traditional textbooks.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS063000
BUSINESS & ECONOMICS / Strategic Planning