Marketing Strategy offers a unique and dynamic approach Based on four underlying Principles that underpin Marketing today: All customers differ
All customers change
All competitors react; and All resources are limited.
New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer Marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of Data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design.
Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate Marketing strategies.
The second edition builds on the first\'s successful core foundation, with additional pedagogy and key updates.
This base toolkit will support students\' decision-making processes and equip them for a world driven by big data.
Uniquely integrating Marketing Analytics and Data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-Based approach.
The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse Marketing problems under varying circumstances.
Marketing Strategy offers a unique and dynamic approach Based on four underlying Principles that underpin Marketing today: All customers differ
All customers change
All competitors react; and All resources are limited
