Applied strategic marketing discusses the strategic role of
marketing management in modern organisations. The focus is on how
managers choose and manage the markets they serve, how they handle
competition and what strategies they devise in order to build brand
value and customer relationships. This book guides the reader
through the different phases of the strategic planning process and
provides a framework for designing and implementing a marketing
plan. Building on the success of the third edition's chapters
customer analysis, brand and relationship building strategies and
measurements of marketing strategies, the revised fourth edition
also deals with contemporary issues such as globalisation,
sustainability and innovation. Applied strategic marketing in
anchored in the South African environment and discusses the impact
of global trends. This book offers great value to students and
practitioners of strategic marketing.
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