Strategic Marketing: Creating Competitive Advantage Paperback – 27 Apr 2006
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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) --This text refers to an alternate Paperback edition.
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 Lecturer in Marketing at University of Strathclyde. Prior to this, he had taught and researched marketing at Manchester Metropolitan University, Huddersfield University and Cairo University.
Top customer reviews
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.
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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