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Absolute Essentials of Strategic Marketing

Tony Proctor
€29.99
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advanced marketing strategy concepts
Author_Tony Proctor
BCG Matrix
Boston Matrix
business growth frameworks
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Category=KJMV7
Category=KJS
competitive advantage analysis
customer behaviour research
DPM.
Effective Positioning
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Follow
Functional Area Strategies
Habitual Purchases
Hold
Industry Life Cycle
International Marketing
Long Range Sales
Makeup
market environment dynamics
Market Growth Rate
Marketing Mix
Marketing Operations
Marketing Plan
McKinsey Matrix
online supplements
portfolio management theory
Product Life Cycle
Product Market Expansion Grid
Relative Market Share
Segment Strategy
segmentation analysis methods
Strategic Marketing
Strategic Window
strategic windows
Target Market Strategy
TOWS Matrix

Product details

  • ISBN 9780367524753
  • Weight: 180g
  • Dimensions: 138 x 216mm
  • Publication Date: 31 May 2023
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy.

Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.

Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.
About Tony Proctor

Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.

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