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Price: $93.95

Format:
Paperback 600 pp.
90 colour, 30 colour half tone, 189 mm x 246 mm

ISBN-10:
0199556601

ISBN-13:
9780199556601

Copyright Year:
2010

Imprint: OUP UK

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Strategic Marketing

Creating Competitive Advantage, Second Edition

Douglas West, John Ford and Dr. Essam Ibrahim

The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure, allowing students to understand the theoretical foundations of the subject. A wealth of pedagogical features enhances the learning experience; such as abstracts of journal articles to introduce students to primary sources of information and encourage further reading. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context.

The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework:
Where are we now?
Where do we want to be?
How will we get there?
Did we get there?

This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization and to evaluate its impact and contribution.

The book is accompanied by an Online Resource Centre providing additional resources for both students and lecturers.

Lecturer resources:

* Additional case studies, including the London Olympics
* Guide to discussion questions
* Case analyses and teaching notes
* PowerPoint slides
* Answers to case questions
* Group assigments and tasks
* A test bank of questions
* Suggested clips and videos on strategic issues
* Abstracts and links to recent articles/thinking

Student resources:

* Internet exercises
* Key themes and further reading
* Web links

Readership : Suitable for both undergraduate and postgraduate students studying strategic marketing modules.

Part A: Introduction
1. Overview and Strategy Blueprint
2. Marketing Strategy: Analysis and Perspectives
Part B: Where are we now?
3. Environmental & Internal Analysis: Market Information & Intelligence, Financial Analyses
Part C: Where do we want to be?
4. Strategic Marketing Decisions, Choices & Mistakes
5. Segmentation, Targeting & Positioning Strategies
6. Branding Strategies
7. Relational & Sustainability Strategies
Part D: How will we get there?
8. Product Innovation & Development Strategies
9. Service Marketing Strategies
10. Pricing & Distribution Strategies
11. Marketing Communications Strategies
12. E-Marketing Strategies
13. Social and Ethical Strategies
Part E: Did we get there?
14. Strategy Implementation, Control & Metrics

There are no Instructor/Student Resources available at this time.

Douglas West is Professor of Marketing at Birmingham Business School. Prior to this he was Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary. John B. Ford is Professor of Marketing and International Business in the College of Business and Public Administration at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues. Essam Ibrahim is Senior Lecturer in Marketing at the University of Edinburgh. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.

Making Sense - Margot Northey and Joan McKibbin

Special Features

  • Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way.
  • Applies strategic/analytical models to business, enabling an understanding of how theory works in practice.
  • Takes a strategic rather than marketing management perspective, therefore allowing students to understand the impact marketing strategy has on an organization.
  • Includes abstracts of journal articles in each chapter ensuring original research is accessible to students and to encourage further reading.
New to this Edition
  • NEW! Increased real-world, pragmatic approach throughout the text.
  • NEW! Provision of a summary diagram to show which strategic model to use at different stages of strategy development.
  • NEW! Includes greater reference to organization structure and consumer/buyer behaviour.
  • NEW! Features a section on how to understand business models and provides an in-depth discussion of portfolio models.
  • NEW! Applies the SWOT, PEST and portfolio analyses in terms of decision-making from an operational perspective.
  • NEW! Examines strategic mistakes as well as best practice.
  • NEW! Includes a section on financial analysis, including how to analyse a balance sheet and make strategic decisions based upon it.