Applied Strategic Marketing

Applied Strategic Marketing 5thedition discusses the strategic role of marketing management in organisations. The focus is on how managers choose and manage the markets they serve, how they handle competition and what strategies they devise to build brand value and customer relationships in the dynamic marketing environment of present-day South Africa. This book guides the reader through the different phases of the strategic planning process and provides a framework for designing and implementing a marketing plan. Building on the success of the 4thedition, the fully updated and revised 5thedition deals with the following topics: The nature of strategic marketing; Strategic marketing planning; Market-based and resource-based analyses; Market sensing and insights; Strategic positioning; Identifying a sustainable competitive advantage; Competitive, international and brand-based strategies; Relationship-based and customer-based strategies; Strategy implementation, control and evaluation; and Marketing metrics. Applied Strategic Marketing 5thedition is anchored in the South African environment and discusses the impact of global trends. This book includes many industry-related examples, scenarios and case studies, and offers great value to students and practitioners of strategic marketing.