Description - Strategic Marketing: Creating Competitive Advantage by Douglas West
Highly practical and exceptionally clear, Strategic Marketing discusses the essential concepts and tools necessary to understand and implement effective marketing strategies.The fourth edition is packed with new case studies and examples including the rise of Disney +, the use of artificial intelligence in marketing, and small-scale innovators in India. Step into the professional world via the brand-new Practitioner Insights feature through which marketers operating across Africa, Europe, and Asia share the issues they have faced and how they overcame them. This significantly-revised edition also includes the latest research and explorations of socio-political issues, such as the Black Lives Matter movement and the global COVID-19 pandemic, underlining the importance of such to marketers.The book's clear four-part structure mirrors the industry's most widely-used strategic marketing framework. Each part tackles one of four questions that organisations need to ask themselves: 'where are we now?', 'where do we want to be?', 'how will we get there?' and finally: 'did we get there?' - all while revealing the techniques marketers use to discover the answers. This illuminating book is the ideal guide to strategic marketing for those studying the topic and for anyone aspiring to become a successful strategic marketer.Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.The eBook offers a mobile experience and convenient access along with functionality tools, navigation features and links that offer extra learning support: Find the eBook on VitalSource.This book is accompanied by the following online resources.For students:Self-test multiple choice questions with answer feedbackCase study guideLinks to additional resources (articles, videos, and other resources)Chapter summariesKey themes and further readingAdditional exercisesFlashcard glossaryFor lecturers:Additional extended case studies with teaching notesLecturer's guide to using the case studies from the book in classPowerPoint presentationsTest bank containing multiple-choice questionsLinks to third-party video contentFigures from the text
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