Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process …
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Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.
Completely updated with more examples of how entrepreneurial companies are using the strategic tools and frameworks that this book brings to life, and also the latest empirical evidence of what works and what doesnt
Added examples from fast-growing emerging economies, such as, India, China, and Russia
New chapter-opening vignette on opportunities in the app economy that will interest entrepreneurially-minded readers
one on the emerging middle class in the developing world and the other on Swedish appliance maker Electroluxs global strategy
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