Strategic Marketing: Concepts And Cases

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Strategic Marketing: Concepts And Cases
Authors: Russell Abratt
Year: 2019
Publisher: Routledge/Taylor&Francis
Language: english
ISBN 13: 9781138593633
ISBN 739113859363X
Categorie: Sales and Marketing
Pages: 159
Edition:

Availability: 5000 in stock

SKU: 9781138593633 Category:

Strategic Marketing: Concepts And Cases Russell Abratt, Michael Bendixen

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.
Categories:
Business & Economics – Sales & Marketing
Year:
2019
Publisher:
Routledge/Taylor&Francis
Language:
english
Pages:
159
ISBN 10:
113859363X
ISBN 13:
9781138593633
File:
8.48 MB

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