Strategic Marketing: Concepts and Cases
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Strategic Marketing: Concepts and Cases
Author: Abratt, Russell
Brand: Taylor & Francis Ltd
Edition: 1
Binding: Paperback
Number of Pages: 158
Release Date: 04-07-2018
EAN: 9781138593640
Package Dimensions: 9.3 x 6.1 x 0.4 inches
Languages: English
Details:
Strategic Marketing: Concepts and Cases is a comprehensive collection of case studies that delve into the key concepts and issues surrounding strategic marketing. The chapters introduce strategic marketing and then explore strategic segmentation, competitive positioning, corporate branding, internal brand management, and corporate reputation management.
The book includes case studies from global companies such as Burger King, FedEx, and Twitter, providing readers with real-world examples of market-driven strategies. By analyzing these cases, students will learn to:
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Examine the role of corporate, business, and marketing strategy in strategic marketing.
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Understand the implications of markets on competitive space, with a focus on competitive positioning and growth.
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Interpret and apply the various elements of marketing strategy to real-world situations.
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Use decision-making strategies and analytical frameworks to tackle strategic marketing challenges.
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Apply ethical frameworks to strategic marketing situations.
This book is ideal for advanced undergraduate and postgraduate students, as well as MBA or executive course participants in strategic marketing or marketing management.
