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. The structured framework of this acclaimed textbook allows
marketers to develop effective and flexible strategies to deal with
diverse marketing problems under varying circumstances. Uniquely
integrating marketing analytics and data driven techniques with
fundamental strategic pillars the book exemplifies a contemporary,
evidence-based approach. This base toolkit will support students'
decision-making processes and equip them for a world driven by big data.
The second edition builds on the first's successful core foundation,
with additional pedagogy and key updates.
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.
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
