Strategic Marketing

Product Details:
Author(s):
Cant,M (Editor) and
Makhitha, K (Editor)
Year Published:
2020
Edition
3rd Edition
Type:
Print | Soft Cover
Language:
About this publication
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: Where are we now; where do we want to be; how will we get there; and did we get there?
 
Content
Chapter 1            Overview of strategic marketing
Chapter 2            Analysis of the external marketing or business environment
Chapter 3            Customer analysis
Chapter 4            Market analysis
Chapter 5            Analysing competitors
Chapter 6            Internal environmental analysis
Chapter 7            Marketing strategy and metrics
Chapter 8            Sustainable competitive advantage
Chapter 9            Customer experience management as a marketing strategy
Chapter 10          Market strategies
Chapter 11          Product life cycle and branding strategies
Chapter 12          Competitive market strategies
Chapter 13          Going global
Chapter 14          Refocusing the business
Chapter 15          Leveraging the business
Chapter 16          Selecting the strategies for the way forward
Chapter 17          Strategy implementation and control
Chapter 18          Branding
Chapter 19          Electronic marketing strategies
Interest / Benefit to
Undergraduate marketing students.