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Strategic marketing : concepts and cases

Author: Russell Abratt; Michael Bendixen
Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2019.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries,  Read more...
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Russell Abratt; Michael Bendixen
ISBN: 1138593648 9781138593640 9781138593633 113859363X
OCLC Number: 1023543923
Description: x, 147 pages ; 25 cm
Contents: Strategic marketing --
Strategic segmentation --
Competitive analysis and positioning --
Strategies for growth --
Corporate branding and internal brand management --
Corporate reputation management.
Responsibility: Russell Abratt and Michael Bendixen.

Abstract:

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

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