Strategic Marketing

Name: Strategic Marketing
Brand: Taylor & Francis
SKU: 9781138593633
Price: 341.0 NZD
Availability: InStock

Concepts and Cases

By Russell Abratt and Michael Bendixen

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Summary

Strategic Marketing provides a comprehensive exploration of strategic marketing concepts through diverse global case studies involving major brands like Burger King, FedEx, and Twitter. The book covers essential topics such as strategic segmentation, competitive positioning, growth strategies, corporate branding, and reputation management. It equips readers with analytical tools and frameworks to develop and apply market-driven strategies effectively.
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Format: Hardback

$341⁰⁰

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Strategic Marketing

$341⁰⁰

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Ideal for advanced undergraduate and postgraduate students, MBA candidates, and professionals enrolled in executive courses focused on strategic marketing or marketing management.

This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. With case studies and analysis from a broad range of global contexts and industries, students will gain a working knowledge of developing and applying market-driven strategy.

Description

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management.

With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:

examine the role of corporate, business, and marketing strategy in strategic marketing;
recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth;
interpret the various elements of marketing strategy and apply them to a particular real-world situation;
apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues;
apply ethical frameworks to strategic marketing situations.

Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

Book Details

INFORMATION

ISBN: 9781138593633

Publisher: Taylor & Francis Ltd

Format: Hardback

Date Published: 03 July 2018

Country: United Kingdom

Imprint: Routledge

Illustration: 3 Tables, black and white

Audience: Tertiary education

DIMENSIONS

Width: 156.0mm

Height: 234.0mm

Weight: 362g

Pages: 148

Collections

Business & Entrepreneurship Business Strategy & Negotiation Marketing & Sales Michael Bendixen Non-Fiction Russell Abratt

About the Author

Russell Abratt is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of Advertising Research, California Management Review, Industrial Marketing Management, Journal of Business Ethics, and European Journal of Marketing, among others.

Michael Bendixen is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of International Business Studies, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.