Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way. Applies strategic models to business, using case studies throughout each chapter to demonstrate how firms such as Nike, Samsung, and Tesco develop their marketing strategies and maintain their competitor advantage. Takes a strategic perspective, rather than marketing management perspective, helping students to understand the impact marketing strategy has on an organization. Features abstracts of journals articles in each chapter, making original research accessible to students and encouraging further reading. New to this Edition: A new chapter on international marketing strategies explores the potential of foreign country markets, international marketing opportunities and challenges, foreign market entry modes and marketing mix strategies in international markets. An increased international focus introduces further examples from emerging markets including Asia, South America, and the BRIC countries. Additional European examples from a variety of industries from both SMEs and large organizations. Increased coverage of advances in technology that influence brand building and customer behaviour, such as the increasing use of social media. Completely updated literature on the theory and practice of marketing strategy and planning.
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