Strategic Marketing: Creating Competitive Advantage

Strategic Marketing is a practical and comprehensive guide to effective marketing strategies, with a new edition featuring case studies, examples, and Practitioner Insights from marketers across Africa, Europe, and Asia. It follows a clear four-part structure and covers the latest research and socio-political issues, making it an ideal resource for students and professionals.

Format: Paperback / softback
Length: 600 pages
Publication date: 02 June 2022
Publisher: Oxford University Press

Strategic Marketing, a highly practical and exceptionally clear guide, delves into the essential concepts and tools required to understand and effectively implement marketing strategies. The fourth edition of this renowned text is packed with new case studies and examples, encompassing the rise of Disney +, the utilization of artificial intelligence in marketing, and the success of small-scale innovators in India.

To enhance the learning experience, the book features the Practitioner Insights section, where marketers operating across Africa, Europe, and Asia share their challenges and strategies. This significantly revised edition also incorporates the latest research and explorations of socio-political issues, such as the Black Lives Matter movement and the global COVID-19 pandemic, emphasizing their relevance to marketers.

The book's clear four-part structure mirrors the industry's widely used strategic marketing framework, addressing four critical questions: where are we now?, where do we want to be?, how will we get there?, and finally, did we get there? Each part explores these questions while unveiling the techniques marketers employ to uncover the answers.

This illuminating book serves as an ideal guide for students studying strategic marketing and for individuals aspiring to excel in this field. The e-book offers a mobile-friendly experience and convenient access at {URL}. Additionally, it is accompanied by a range of online resources, including self-test multiple-choice questions with answer feedback, a case study guide, links to additional resources, chapter summaries, key themes, and further reading.

For lecturers, the book provides additional extended case studies with teaching notes and teaching ideas, making it an invaluable resource for classroom instruction.

Weight: 1g
Dimension: 247 x 191 x 23 (mm)
ISBN-13: 9780198856764
Edition number: 4 Revised edition