Strategic Marketing Planning: A Step-by-Step Approach

This book provides a practical approach to strategic marketing planning, combining theory with practice and integrating sustainability and digitalization. It is essential reading for undergraduate and postgraduate students of marketing management and strategic marketing, as well as marketing practitioners.

Format: Hardback
Length: 458 pages
Publication date: 01 November 2023
Publisher: Taylor & Francis Ltd

Strategic Marketing Planning is a comprehensive and practical guide to developing effective marketing strategies. Combining a thorough overview of theory with practical application, the book takes readers step by step through the strategic marketing process. It begins with a comprehensive situation analysis, followed by chapters on marketing strategy, targeting, and brand positioning. The latter chapters delve into the implementation and creation of customer values, including the integration of sustainability and digitalization throughout the planning process.

The second edition of this book has been extensively updated to reflect the latest trends and developments in the field. It includes coverage of topics such as big data, artificial intelligence (AI), online behavioral targeting, influencer marketing, and social media. Numerous examples and case studies are provided to illustrate the application of these strategies.

One unique feature of Strategic Marketing Planning is its full integration of sustainability within the normal marketing framework. A new customer value model is introduced to guide this integration, emphasizing the importance of considering environmental and social factors in marketing decisions.

This book is an essential resource for undergraduate and postgraduate students of marketing management and strategic marketing. It provides a solid foundation in marketing theory and practice, equipping students with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. It is also valuable for marketing practitioners who seek a comprehensive overview to aid them in the planning process.

Support materials, including PowerPoint slides, are available to accompany the book, further enhancing its usefulness and accessibility. Whether you are a student, professional, or aspiring marketer, Strategic Marketing Planning offers valuable insights and practical guidance to help you succeed in today's competitive business environment.

Weight: 1040g
Dimension: 246 x 174 (mm)
ISBN-13: 9781032463933
Edition number: 2 ed