126 Pages
8 B/W Illustrations
by
Routledge
126 Pages
8 B/W Illustrations
by
Routledge
126 Pages
8 B/W Illustrations
by
Routledge
Also available as eBook on:
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... Read more
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.
