Marketing Strategy A Decision-focused Approach

This is a flexible, short, paperback text which can be used on its own or packaged with a case book (Strategic Marketing Management Cases, by Cravens) or with a custom published case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing's cross/interfunctional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy. - New and updated mini-cases at the start of each chapter introduce and illustrate major concepts and strategies to help students connect book concepts to real world marketing strategy situations and problems. - Increased global coverage is integrated in detailed examination throughout the text to illustrate how marketing strategy must strive to become more customer-oriented and more flexible in rapidly changing domestic and global competitive environments. - Advances in information technology are discussed, together with the role these advances play in impacting environmental, competitive, and customer information. Students will analyse the kinds of