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Full Description
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates.
Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies.
New to this Edition:
- Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies
- Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion
- Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments
- Vibrant visual presentation with a new full colour design
Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
Contents
1 Marketing Strategy: A First Principles Approach
Part 1 All Customers Differ
2 Marketing Principle #1: All Customers Differ ? Managing Customer Heterogeneity
Part 2 All Customers Change
3 Marketing Principle #2: All Customers Change ? Managing Customer Dynamics
Part 3 All Competitors React
4 Marketing Principle #3: All Competitors React ? Managing Sustainable Competitive Advantage
5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage
6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage
7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage
Part 4 All Resources are Limited
8 Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-offs
9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.
