Marketing Strategy

WINNER: The BookFest Spring Book Awards 2022 - Marketing category (first edition)

WINNER: Business Book Awards 2022 - Sales & Marketing category (first edition)

To see top marketing results in your organisation, you need a strategy. Creating a marketing strategy is essential to optimising success within the marketing industry. Learn how to create and implement an effective framework with this highly awarded, easy-to-follow guide.

This new edition of Marketing Strategy covers essential topics, from why strategy is important and how to create it, to how to implement it and measure its success. It features new content on the advancement of Generative AI and how to use it, along with fresh and updated real-world examples and perspectives from international brands such as Disney. The book explores the key models and frameworks that can be used to analyse the marketing environment, and offers information on segmentation, targeting, and positioning. Importantly, it outlines some of the key challenges likely to crop up and provides pre-emptive tools for avoiding them.

Marketing Strategy takes a highly practical approach. Chapters are supported by short tasks and templates to complete throughout, cementing the reader's understanding of the concepts discussed. These tasks create an easy-to-follow, step-by-step plan for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business. Marketing Strategy also includes online resources to support further learning of the content.