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The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model: Where are you now? Where do you want to be? How will you get there? Did you 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. This text is accompanied by an Online Resource Centre which provides: For students: Chapter summaries Internet exercises Key themes and further reading Web links For lecturers: Additional case studies Guide to additional case studies Answers to case questions Case analyses and teaching notes PowerPoint slides Test bank Links to video clips on strategic issues
- Sales Rank: #1179477 in Books
- Published on: 2015-06-02
- Original language: English
- Dimensions: 9.50" h x 7.50" w x 1.25" l, 2.50 pounds
- Binding: Paperback
- 571 pages
Review
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
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.
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