Strategic marketing : creating competitive advantage /
Douglas West [and three others].
- Fourth edition.
- Oxford, United Kingdom : Oxford University Press, c2022.
- xxxix, 568 pages : color illustrations ; 25 cm
Includes bibliographical references and index.
Part A : Where are we now?
1 - Strategic marketing : analysis, perspectives, and blueprint
2 - Environmental and internal analysis : market information and intelligence
Part B : Where do we want to be?
3 - Strategic marketing decisions, choices, and mistakes
4 - Segmentation, targeting, and positioning strategies
5 - Branding strategies
PART C : How will we get there?
6 - Relational and sustainability strategies
7 - Product innovation and development strategies
8 - Service marketing strategies
9 - Pricing and distribution strategies
10 - Marketing communications
11 - Social and ethical strategies
Part D : Did we get there?
12 - Strategy implementation and control
13 - Strategy and metrics
Subject index
In English text.
9780198856864
Marketing--Decision making.
Marketing--Management.
CIR HF 5415.135 / S77 2022
Includes bibliographical references and index.
Part A : Where are we now?
1 - Strategic marketing : analysis, perspectives, and blueprint
2 - Environmental and internal analysis : market information and intelligence
Part B : Where do we want to be?
3 - Strategic marketing decisions, choices, and mistakes
4 - Segmentation, targeting, and positioning strategies
5 - Branding strategies
PART C : How will we get there?
6 - Relational and sustainability strategies
7 - Product innovation and development strategies
8 - Service marketing strategies
9 - Pricing and distribution strategies
10 - Marketing communications
11 - Social and ethical strategies
Part D : Did we get there?
12 - Strategy implementation and control
13 - Strategy and metrics
Subject index
In English text.
9780198856864
Marketing--Decision making.
Marketing--Management.
CIR HF 5415.135 / S77 2022