Год выпуска: 2010 Автор: Douglas West, John Ford, Essam Ibrahim Издательство: Страниц: 600 ISBN: 0199556601
Описание
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...
