Marketing Strategy: The Thinking Involved is an innovative text
that promotes the idea that effective marketing thinking leads to
successful marketing strategy. The book's theories go beyond simply
introducing the reader to concepts in the field by providing tools
and methods to develop marketing thinking and questioning skills
that will help with application of real-life marketing strategies.
As the chapters progress, the thinking/questioning develops toward
higher levels and more specialized inquiry, helping readers acquire
the skills needed in the practice of marketing. The book's timely
focus on developing thinking agility leading to strategic agility
provides the necessary skills for navigating businesses in today's
dynamic markets. The book contains a wealth of pedagogy to support
this active learning approach.
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