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Strategic Marketing


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Table of Contents

Part I: Introduction 1: Overview and strategy blueprint 2: Marketing strategy: analysis and perspectivesPart II: Where are we now? 3: Environmental and internal analysis: market information and intelligencePart III: Where do we want to be? 4: Strategic marketing decisions, choices and mistakes 5: Segmentation, targeting, and positioning strategies 6: Branding strategies 7: Relational and sustainability strategiesPart IV: How will we get there? 8: Product innovation and development strategies 9: Service marketing strategies 10: Pricing and distribution strategies 11: Marketing communications strategies 12: International marketing strategies 13: Social and ethical strategiesPart V: Did we get there? 14: Strategy implementation, control, and metrics

About the Author

Douglas West is Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary. John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues. Essam Ibrahim is Coordinator of PhD Marketing Degree at the University of Edinburgh Business School. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.


This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think which is refreshing. - Mike Flynn, University of Gloucestershire Business School

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