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Strategic Marketing: Creating Competitive Advantage

Strategic Marketing: Creating Competitive Advantage

by JohnFord (Author), Douglas West (Author), EssamIbrahim (Author)

  • Used

    Paperback 2006

    $6.71
Synopsis

Suitable for both undergraduate and postgraduate marketing students, Strategic Marketing examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking. It demonstrates how companies create competitive advantage through the use of strategic marketing. The book combines theory and practice within a unique conceptual framework. The text poses and answers questions relating to: * Where Are We Now? * Where Do We Want To Be? * How Will We Get There? * Did We Get There? Using established frameworks and concepts, the book reviews recent thinking in marketing strategy and reviews a number of marketing tools and techniques. ONLINE RESOURCE CENTRE For Lecturers: additional case studies, guide to discussion questions, case analyses and teaching notes, PowerPoint slides, answers to case studies, guide to additional case studies and group assignments and tasks. tasks, and extra case studies. For Students: Internet exercises and annotated web links.

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More Information

Format: Paperback
 Pages: 552
 Publisher: OUP Oxford
Published: 27 Apr 2006
ISBN 10: 0199273987
ISBN 13: 9780199273980

Author Bio

Douglas West is Professor of Marketing at Birmingham Business School. Prior to this, he was Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College and the University of Calgary. John B. Ford is Professor of Marketing and International Business in the College of Business and Public Administration at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues. Essam Ibrahim is Lecturer in Marketing at University of Strathclyde. Prior to this, he had taught and researched marketing at Manchester Metropolitan University, Huddersfield University and Cairo University.