Strategic Marketing

<p>Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors this second edition of <em>Strategic Marketing: An Introduction</em> is a concise thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves their products or services and the world around them.</p><p>From assessing internal relationships to planning and implementing marketing strategies and featuring analysis of relationship marketing and strategic alliances Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of ‘strategic windows’ to improve its position. Core issues covered include:</p><ul> <li>marketing strategy</li> <li>analyzing the business environment</li> <li>the customer in the market place</li> <li>targeting and positioning</li> <li>marketing mix strategy.</li> </ul><p>This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization its resources and objectives and the environment in which it operates. Accessibly written and supported by a user-friendly companion website this new edition of <em>Strategic Marketing: An Introduction</em> is an essential resource for all students of marketing and business and management.</p>