Marketing Strategy

A Life-Cycle Approach
Erscheinungsjahr 2013
ISBN: 978-1-107-60729-3
Verlag: Cambridge University Press

Buch, Englisch, 304 Seiten, Format (B × H): 174 mm x 247 mm

Marketing Strategy: A Life-Cycle Approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market with a focus on themes of sustainability and ethics. The concepts and principles of strategic marketing are introduced from a product and business life-cycle perspective. Within that framework, the book explains the nature of strategic thinking, covers the theory and practical application of analytics, explores the considerations, constraints and possible strategic marketing choices available at each stage of the product life-cycle and outlines how to monitor and modify the performance of strategies. Each chapter includes review questions to consolidate learning. Extensive additional resources are available on the companion website, including chapter outlines and test-bank questions. An accompanying book of case studies, Marketing Strategy Case Book, provides a rich source of material to develop students' awareness of how the concepts and principles are applied in real-world contexts.

Autoren/Hrsg.

Lee, Alvin

Edwards, Mark

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part I. Fundamentals of Strategy, A Starting Point: 1. What is strategy?; 2. Corporate and business strategies: a market oriented perspective; Part II. Wearing the Hat of the Strategic Analyst: 3. Where does our future lie?; 4. Who will we share our future with?; 5. The customers we serve; 6. Taking stock of what we have; 7. Decision making – how do we change?; Part III. Wearing the Hat of the Strategic Planner: 8. Introducing a product and creating a market; 9. Growing markets; 10. Mature markets; 11. Markets in decline; Part IV. Articulating, Implementing and Monitoring Your Strategy: 12. A system to deliver and measure performance in a market.