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Strategic Marketing Douglas West (Professor of Marketing, King's College London)

Strategic Marketing By Douglas West (Professor of Marketing, King's College London)

Strategic Marketing by Douglas West (Professor of Marketing, King's College London)

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Summary

The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.

Strategic Marketing Summary

Strategic Marketing: Creating Competitive Advantage by Douglas West (Professor of Marketing, King's College London)

The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular WWHD model: Where are you now? Where do you want to be? How will you get there? Did you 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. This text is accompanied by an Online Resource Centre which provides: For students: Chapter summaries Internet exercises Key themes and further reading Web links For lecturers: Additional case studies Guide to additional case studies Answers to case questions Case analyses and teaching notes PowerPoint slides Test bank Links to video clips on strategic issues

Strategic Marketing Reviews

This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think which is refreshing. - Mike Flynn, University of Gloucestershire Business School

About Douglas West (Professor of Marketing, King's College London)

Douglas West is Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and 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 Ford is Professor and Eminent Scholar 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 Coordinator of PhD Marketing Degree at the University of Edinburgh Business School. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.

Table of Contents

PART I: INTRODUCTION; PART II: WHERE ARE WE NOW?; PART III: WHERE DO WE WANT TO BE?; PART IV: HOW WILL WE GET THERE?; PART V: DID WE GET THERE?

Additional information

GOR010317041
9780199684090
019968409X
Strategic Marketing: Creating Competitive Advantage by Douglas West (Professor of Marketing, King's College London)
Douglas West (Professor of Marketing, King's College London)
Used - Like New
Paperback
Oxford University Press
20150409
600
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Strategic Marketing