Marketing Strategy - Hardcover

"The first book dealing with strategic marketing issues in combination with a strong 'how-to' focus. This comprehensive text is ideal for students who are already familiar with marketing instruments but have to prepare a marketing plan." 3/4Dr Karel Jan Alsem, Associate Professor of Marketing, University of Groningen, The Netherlands

This text is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which business functions today. The importance of customer orientation, integrated throughout the text, is designed to help students develop a customer-oriented market strategy applicable to managers in any sized organisation. Emphasising the SWOT approach to planning the text also includes a set of marketing plan worksheets and a marketing plan successfully employed by a number of companies. Including comprehensive cases of varying length and difficulty and accompanied by a Web site featuring further cases, a guide for analysing and preparing case studies, and links to company Web sites, this text is entirely current and relevant to today's studies. Features: * Text emphasis on the SWOT (strengths, weaknesses, opportunities, and threats) approach to planning. * A comprehensive casebook featuring cases of a variety of lengths, and difficulty. These cases highlight issues faced by companies such as Saturn, USA Today, and Ralston Purina. * Global integration throughout the chapters and cases, as well as specific coverage in Chapter 10, highlights international marketing strategic planning issues. * Coverage of ethics and social responsibility helps to satisfy AACSB requirements for instruction in this area.