An extremely fluent and effective text designed to be a complete resource for single semester modules. This exciting new book has a unique combination of text, case studies and readings. A comprehensive lecturers' website includes extensive answers plus slides of tables, figures and Learning Objectives. The text encourages the student to engage with the debate itself and not just the theory. Topics are tackled in new and creative ways and include the latest innovations and developments in the field. There is a Foreword by Phil Harris, Chairman of the Academy of Marketing.
Table of contents:
Foreword; ‘P.Harris’
Preface
PART ONE: TEXT
Introduction
What is Strategic Marketing?
Understanding Consumer Behaviour
Organisational Buying Behaviour
Understanding the Competitive Environment
Understanding the Macroenvironment
Strategic Marketing Analysis
Marketing Strategy Formulation
Relationship Marketing Strategies
e-Marketing Strategies
Marketing Strategy for Mass-mediated Services
Analysing Strategic Marketing Case Studies
PART TWO: CASE STUDIES
British Telecommunications plc 'A': The Strategic Dilemma
British Telecommunications plc 'B': Tomorrow the World?
Competition in the UK Ice Cream Market
Fulham FC: Strategic Marketing for Football Clubs
Regaining the International Market for British Beef
GlaxoSmithKline in South Africa
Should UPS Purchase the Shuttle?
News Corporation in the British Newspaper Market
A Tale of Two Wine Brands
BriCol Engineering Ltd
Crisis in the European Airline Industry
Internationalising the Chartered Institute of Marketing
Golden Arch Hotels
Marketing Australia to the World
Trouble with the CPC100
PART THREE: READINGS
Interaction, Relationships and Networks in Business Markets: An Evolving Perspective
Revisiting Marketing's Lawlike Generalizations
Relationship Marketing: The Strategy Continuum
Combining Corporate and Marketing Strategy for Global Competitiveness
Value-based Marketing
Table of contents:
Foreword; ‘P.Harris’
Preface
PART ONE: TEXT
Introduction
What is Strategic Marketing?
Understanding Consumer Behaviour
Organisational Buying Behaviour
Understanding the Competitive Environment
Understanding the Macroenvironment
Strategic Marketing Analysis
Marketing Strategy Formulation
Relationship Marketing Strategies
e-Marketing Strategies
Marketing Strategy for Mass-mediated Services
Analysing Strategic Marketing Case Studies
PART TWO: CASE STUDIES
British Telecommunications plc 'A': The Strategic Dilemma
British Telecommunications plc 'B': Tomorrow the World?
Competition in the UK Ice Cream Market
Fulham FC: Strategic Marketing for Football Clubs
Regaining the International Market for British Beef
GlaxoSmithKline in South Africa
Should UPS Purchase the Shuttle?
News Corporation in the British Newspaper Market
A Tale of Two Wine Brands
BriCol Engineering Ltd
Crisis in the European Airline Industry
Internationalising the Chartered Institute of Marketing
Golden Arch Hotels
Marketing Australia to the World
Trouble with the CPC100
PART THREE: READINGS
Interaction, Relationships and Networks in Business Markets: An Evolving Perspective
Revisiting Marketing's Lawlike Generalizations
Relationship Marketing: The Strategy Continuum
Combining Corporate and Marketing Strategy for Global Competitiveness
Value-based Marketing