Strategic Marketing is aimed as an introduction to Strategic Marketing Management for students on Marketing and Business strategy courses. It covers the origins of modern marketing, relates contemporary and classic theory to Marketing in both academic and practical terms, providing a solid foundation for the understanding of Marketing. A valuable resource to the student and marketing practioneer alike, this book is a discerning choice for those seeking a deeper knowledge of Marketing’s theory and its place within a modern, effectively and efficiently run business.
This free eBook can be read in combination with and in some cases instead of the following textbooks:
Strategic Marketing 10th edition, by David Cravens & Nigel Piercy
Strategic Marketing Problems 13th edition, by Roger Kerin & Robert Peterson
Strategic Marketing 1st edition, by Todd Mooradian, Kurt Matzler & Larry Ring
So what is marketing?
The Three levels of Marketing
The value of Marketing; Needs, Utility, Exchange Relationships & Demand
The Theoretical basis of competition
Alternative Frameworks: Evolutionary Change and Hypercompetition
The Marketing Concept
What can be marketed?
Core Benefit Product
A note on branding
Summary of the Chapter
Marketing’s role in the business
Forecasting market and sales
Implementation, Analysis, Control & Evaluation
Segmentation, Targeting & Positioning
What is positioning?
Positioning and Perception
Strategies for Product Positioning
Why do we brand products?
The Marketing Mix
Marketing Communications or MarCom or Integrated Marketing Communications (IMC)
The Marketing Communications Mix
The Marketing Communication Process
Marketing Related Messages
The development of Marcoms
Expanding marketing’s traditional boundaries
Excellent, clear and detailed information. Smart analysis of marketing.
Leo van Sister
Leuk boek voor beginnende marketeers.
George A. Green
This is very helpful to students who are taking up Marketing and to business owners. It's not enough that one has to know what and how is marketing done, it should be strategic. Great book!