1st Edition

Absolute Essentials of Strategic Marketing

By Tony Proctor Copyright 2020
    126 Pages 8 B/W Illustrations
    by Routledge

    126 Pages 8 B/W Illustrations
    by Routledge

    Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-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.

    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

    Biography

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