1 of 1 people found the following review helpful
A very impressive book on Strategic Marketing.,
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!