Strategic Marketing 4e

Product Details:
Author(s):
Cant, M ,
Wiid, J and
Dilotsotlhe, N
Year Published:
2023
Edition
4th
Type:
Print | Soft Cover
Language:
English
About this publication
This fourth edition of Strategic Marketing has been revised and updated to include the latest trends and examples in business. This edition provides a concise and thorough look at the strategic business issues todays managers must cope with. The focus is on how organisations need to adapt and cope with the demands from the global and local business environment, and in the process better understand their responsibilities their own organisations needs and their own products and other offerings.
Over the years and with all the new developments in the world and technological advances, the four key questions all organisations must answer still remain as follows:
Where are we now?
Where do we want to be?
How will we get there?
Did we get there?
These questions sound easy and straight forward but it is not as simple as it sounds. It requires a thorough understanding of the organisation and all the elements in the business environment that can and will impact on the business. This edition addresses these questions in an easy to understand and practical manner and covers a range of topics including an analysis of the external business environment, a detailed analysis of customers and competitors, market analysis, analysing the internal environment. There after the focus moves to marketing strategy and metrics which is applicable to organisations and the importance thereof, and added to this is the management of customer experiences and market strategies, and a global view of strategic marketing from the organisation’s perspective.
 
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 strategy 
 
Interest / Benefit to
Undergraduate diploma and degree students.