Strategic Marketing: Creating Competitive Advantage - Softcover

West, Douglas; Ford, John; Ibrahim, Essam

 
9780199684090: Strategic Marketing: Creating Competitive Advantage
Softcover
ISBN 10: 019968409X ISBN 13: 9780199684090
Verlag: Oxford University Press, 2015

Inhaltsangabe

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 studiesGuide to additional case studies
Answers to case questions
Case analyses and teaching notes
PowerPoint slides
Test bank
Links to video clips on strategic issues

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Über die Autorin bzw. den Autor

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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Verlag
Oxford University Press
Erscheinungsdatum
2015
Sprache
Englisch
ISBN 10 
019968409X
ISBN 13 
9780199684090
Einband
Taschenbuch
Auflage
3
Anzahl der Seiten
600
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Ufficio Anagrafiche Messaggerie
ufficio.anagrafiche@meli.it

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