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Strategic Marketing: Creating Competitive Advantage Paperback – 25 Mar 2010


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Product details

  • Paperback: 616 pages
  • Publisher: OUP Oxford; 2 edition (25 Mar 2010)
  • Language: English
  • ISBN-10: 0199556601
  • ISBN-13: 978-0199556601
  • Product Dimensions: 24.4 x 2.8 x 19 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 116,950 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think - which is refreshing. (Mike Flynn, University of Gloucestershire Business School)

The authors integrate classic literature alongside the more contemporary and cutting-edge debates in marketing strategy, illustrated with a great range of examples and case-studies. A well researched text that is written in such a way to be accessible to both undergraduate and taught postgraduate students. (Jonathan Elms, University of Stirling)

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. 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 Senior Lecturer in Marketing at the University of Edinburgh. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By A. Griffiths on 24 Jan 2010
Format: 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.
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1 of 1 people found the following review helpful By Mr. Alan R. Perrie on 11 Jan 2010
Format: 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.
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By crystalkt on 1 Dec 2013
Format: Paperback Verified Purchase
Version I received had a few chapters missing from the middle. Seller (loving books) ignored all emails regarding this so ended up having to keep it. Waste of money especially as a student.
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By Nahid Zaman on 9 Nov 2013
Format: Paperback Verified Purchase
Very good book. Easy to understand. Covers the subject of marketing in a thorough and clear way. Is also interesting.
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