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Item Details
Title: STRATEGIC MARKETING
CREATING COMPETITIVE ADVANTAGE
By: Douglas West
Format: Paperback

List price: £46.99
Our price: £41.12
Discount:
12.5% off
You save: £5.87
ISBN 10: 0199556601
ISBN 13: 9780199556601
Availability: Usually dispatched within 1-3 weeks.
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Publisher: OXFORD UNIVERSITY PRESS
Pub. date: 25 March, 2010
Edition: 2 Rev ed
Pages: 616
Description: The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.
Synopsis: The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure, allowing students to understand the theoretical foundations of the subject. A wealth of pedagogical features enhances the learning experience; such as abstracts of journal articles to introduce students to primary sources of information and encourage further reading. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context. The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework: Where are we now? Where do we want to be? How will we get there? Did we get there? This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization and to evaluate its impact and contribution.The book is accompanied by an online resource centre providing additional resources for both students and lecturers. Lecturer resources: Additional case studies, including the London Olympics Guide to discussion questions Case analyses and teaching notes PowerPoint slides Answers to case questions Group assigments and tasks A test bank of questions Suggested clips and videos on strategic issues Abstracts and links to recent articles/thinking Student resources: Internet exercises Key themes and further reading Web links
Illustrations: 90 colour, 30 colour half tone
Returns: Returnable
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