This fourth edition of Strategic Marketing has been revised and updated to include the latest trends and examples in business. This edition provides a concise and thorough look at the strategic business issues todays managers must cope with.
The focus is on how organisations need to adapt and cope with the demands from the global and local business environment, and in the process better understand their responsibilities their own organisations needs and their own products and other offerings.
Over the years and with all the new developments in the world and technological advances, the four key questions all organisations must answer still remain as follows:
- Where are we now?
- Where do we want to be?
- How will we get there?
- Did we get there?
These questions sound easy and straight forward but it is not as simple as it sounds. It requires a thorough understanding of the organisation and all the elements in the business environment that can and will impact on the business. This edition addresses these questions in an easy to understand and practical manner and covers a range of topics including an analysis of the external business environment, a detailed analysis of customers and competitors, market analysis, analysing the internal environment. There after the focus moves to marketing strategy and metrics which is applicable to organisations and the importance thereof, and added to this is the management of customer experiences and market strategies, and a global view of strategic marketing from the organisation’s perspective.
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