- Paperback: 560 pages
- Publisher: OUP Oxford (27 April 2006)
- Language English
- ISBN-10: 0199273987
- ISBN-13: 978-0199273980
- Product Dimensions: 24.4 x 18.8 x 2.4 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 166,107 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
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.
About the Author
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.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Strategic Marketing: Creating Competitive Advantage REVIEW,
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This review is from: Strategic Marketing: Creating Competitive Advantage (Paperback)
This book proved very useful during my postgraduate study. Not only does this book highlight the strategic cornerstones of marketing but it elaborates and considers more recent and new-age marketing theories. The use of case studies in each chapter also aids learning and makes the reader consider the core theories and aspects of each chapter. What is more, it makes each chapter relevant to real-world marketing environments and places the theories firmly in the mind of the consumer.
The layout of the book is based around four core questions, (which the book highlights as being important to every marketing situation). Where Are We Now? Where Do We Want To Be? How Will We Get There? Did We Get There? These questions are simplistic yet fantastic and I bear in mind each of these questions and indeed this framework when not only making marketing decision, but indeed all strategic business decisions. As I have said the layout is exceptional and as well as the summaries and conclusions at the end of each chapter there is a comprehensive list of good references which guide the reader towards further exploration of the theoretical frameworks and strategic marketing theories covered by this book. This book also explores the idea of thinking first, seeing first, doing first and simple rules, which are the four core ways of approaching strategic marketing and largely considers the importance of marketing's 4 P's. Nevertheless, the book also considers the post-modern notion of the 7S's and considers, in depth, the idea of subversion, scarcity, secrecy, scandal, sell-ebrity, storytelling and sublimity. I highly recommend this book, not solely for postgraduate study, but for eager undergraduates who desire to obtain a true grasp of longstanding strategic marketing theories and new concepts and frameworks. I also recommend this book for fellow strategic marketers who must always be aware of the core strategic theories and practices in order to evolve with the ever changing marketing environment. Brilliant read!
1 of 1 people found the following review helpful:
5.0 out of 5 stars
A very impressive book on Strategic Marketing.,
By
This review is from: Strategic Marketing: Creating Competitive Advantage (Paperback)
A fantastic book on Strategic Marketing that is suitable for both undergraduate and postgraduate marketing students. It examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent academic theories and thinking. The authors use very helpful and illuminating examples and mini-case studies which highlight how strategic marketing is practised in the real world by numerous international firms such as Glaxosmithkline, Samsung, Nike and Tesco.
The book demonstrates how such companies create competitive advantage through the use of strategic marketing, and how others may fail by not doing so. The book also combines theory and practice within a unique conceptual framework. The text poses and answers questions relating to: 1)-Where Are We Now? 2)-Where Do We Want To Be? 3)-How Will We Get There? 4)-Did We Get There? Using established frameworks and concepts, the book also concisely reviews recent thinking in marketing strategy and reviews a number of marketing tools and techniques. The structure of the book is very easy to follow, which makes it very easy to read and understand even the most complex of topics covered. I was particularly impressed by the fact that each chapter has a well-written conclusion and summary - and then an overview of any 'key terms' of the chapter, relevant discussion questions, links to the comprehensive 'online resource centre' support, references and further reading, and even 'key article abstracts', taken from the most relevant additional journal readings, and case studies as well. Very impressive and helpful for all students. I particularly found the Introduction very good reading - as it covers the 4 main ways of approaching marketing strategy (Thinking First, Seeing First, Doing First and Simple Rules). The section that I enjoyed most was the summary of the 'Postmodern' approach to marketing strategy - covering such topics as RETRO-marketing and TEASE (tricksterism, entertainment, amplification, secrecy and exclusivity) and a fascinating analysis of the marketing of the pop-star Madonna to highlight postmodern marketing, with the 'Seven Ss' (subversion, scarcity, secrecy, scandal, sell-ebrity, storytelling and sublimity), as opposed to the '4Ps' being the relevant marketing model. Very interesting and relevant to my interests in Entertainment Industry marketing. Other helpful features: -The structure simplifies navigation by providing a clear overview of the process of strategic marketing, and promotes a holistic understanding of the subject. -Journal article abstracts aim to make original research more accessible, and encourage reflection on key topics by students. -Contains a wealth of international real-world examples which demonstrate strategic marketing in practice, enabling students to understand the relevance of theoretical concepts. -Offers a strategic, as opposed to marketing management perspective. A fantastic book - highly recommended!
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