All organisations – from modest start-ups to multinational corporations – can benefit from an effective marketing strategy, as it serves as a roadmap for the entire business. By formulating a coherent and well-considered marketing strategy, organisations can promote their business, cater to the right types of clients and allocate their resources correctly, all while safeguarding the reputation of the organisation.
Strategic Marketing is structured around the four key questions facing organisations and top management when deciding on their strategic direction:
1. Where are we now?
2. Where do we want to be?
3. How will we get there?
4. Did we get there?
In addressing these questions, the book covers topics such as:
• analysis of the customer, competitor and market
• competitive market strategies
• refocusing and leveraging the business
• sustainable competitive advantage
• going global and selecting strategies for the way forward.
Written with the undergraduate student in mind, Strategic Marketing offers a comprehensive view of the current developments and challenges facing the marketing world, and shows how an effective strategic basis is a valuable tool for addressing these challenges and providing strategic direction to the organisation.
In this new edition two new chapters on branding and electronic marketing strategies have been included, making this an essential guide to contemporary strategic marketing.