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    Strategic Marketing: Creating Competitive Advantage 4ed

    £50.39
    £55.99
    Price-Match is available in-store for recommended titles in CCCU module handbooks
    ISBN: 9780198856764
    Products specifications
    Attribute nameAttribute value
    AuthorWest, Douglas (Professor of Marketing, P
    Pub Date20/05/2022
    BindingPaperback
    Pages600
    Publisher: O.U.P.
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    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.

    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 organizations 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.

    The e-book offers a mobile experience and convenient access: www.oxfordtextbooks.co.uk/ebooks

    This book is accompanied by the following online resources:

    For students:
    Self-test multiple choice questions with answer feedback
    Case study guide
    Links to additional resources (articles, videos, and other resources)
    Chapter summaries
    Key themes and further reading
    Additional exercises
    Flashcard glossary

    For lecturers:
    Additional extended case studies with teaching notes
    Lecturer's guide to using the case studies from the book in class
    PowerPoint presentations
    Test bank containing multiple-choice questions
    Links to third-party video content
    Figures from the text