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Product Description
The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure, allowing students to understand the theoretical foundations of the subject. A wealth of pedagogical features enhances the learning experience; such as abstracts of journal articles to introduce students to primary sources of information and encourage further reading. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context. The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework: Where are we now? Where do we want to be? How will we get there? Did we get there? This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization and to evaluate its impact and contribution. The book is accompanied by an online resource centre providing additional resources for both students and lecturers. Lecturer resources: Additional case studies, including the London Olympics Guide to discussion questions Case analyses and teaching notes PowerPoint slides Answers to case questions Group assigments and tasks A test bank of questions Suggested clips and videos on strategic issues Abstracts and links to recent articles/thinking Student resources: Internet exercises Key themes and further reading 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.
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
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.
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!
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
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.
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!
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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