Sahaf, M: Strategic Marketing

2. Auflage 2019
ISBN: 978-93-88028-71-4
Verlag: PHI Learning

Buch, Englisch, 704 Seiten, Paperback

This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm’s strategic decisions in the area of marketing.

Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted.

The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies.

New to the Second Edition - Entirely revamped and updated to make the book an effective teaching and learning resource.
- Additional chapters on Service Marketing Strategies, Global Marketing Strategies and Internal Marketing: A Tool for Implementation.
- Inclusion of several new sections throughout the text as per the latest development in the field.

Key Features - Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory.
- Comprises glossary of terms in addition to chapter-end summary, exercises and references.
- Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner.

Autoren/Hrsg.

Fachgebiete

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

Inhaltsverzeichnis

- Preface
- Preface to the First Edition
- Acknowledgements
- Part I: Fundamentals For Strategic Marketing
- 1. Nature and Principles of Strategic Marketing
- 2. Strategic Marketing Framework
- 3. The Marketing Environment
- 4. Assessing Corporate Resources and Capabilities
- Part II: Customers, Markets, And Competition
- 5. Analyzing Consumer Behaviour
- 6. Competitor Analysis and Competitive Position
- 7. Competing through Customer Relationships and Superior Service
- 8. Market, Targeting and Positioning
- 9. Competitive Marketing Strategies
- Part III: Analysis For Strategic Marketing
- 10. Information for Marketing Decision-making
- 11. Forecasting the Market Opportunities
- Part IV: Marketing Decision-Making
- 12. Product and New Product Strategies
- 13. Service Marketing Strategies
- 14. Distribution Strategy and Channel Management
- 15. Communication Strategies
- 16. Personal Selling and Sales Promotion
- 17. Pricing Policies and Strategies
- 18. Global Marketing Strategies
- Part V: Strategic Implementation And Control
- 19. Implementing and Controlling Marketing Strategies
- 20. Internal Marketing: A Tool for Implementation
- Appendix A: Studying Marketing Through Case: A Guideline to the Student
- Appendix B: Marketing: A Career Option
- Glossary
- References
- Index

Über Autor(innen)

Musadiq A. Sahaf, Ph.D., is Professor of Strategic Marketing, The Business School, University of Kashmir, Srinagar. Earlier, he was Professor and Dean, Faculty of Business Administration, American University of Asia, Sharjah (UAE). He has also served University of Kashmir as Director of The Business School and Dean in the Faculty of Commerce and Management Studies. He has 34 years of experience in teaching, research and management training. Dr. Sahaf has authored several books, articles and papers. He has also made numerous presentations to industry and academic groups and is consultant to several organizations.