Strategic marketing is a complex topic, and this short-form
textbook illuminates its fundamental elements to provide a
bird’s-eye view of the field for students of marketing strategy.
Focused on the marketing of goods and services, the book highlights
how incremental changes in the market environment drive changes to
marketing strategies. The author, an experienced marketing expert,
uses the concept of ‘strategic windows’ to facilitate student
understanding, looking at how firms can best anticipate and react
to opportunities and threats. Enhanced by text features such as
essential summaries, focused references and additional online
supplements, this very short introduction enables the reader to
zero in on the core priorities for strategic marketers. The result
is a volume that is valuable reading for marketing students around
the world.
General
Imprint: |
Routledge
|
Country of origin: |
United Kingdom |
Series: |
Absolute Essentials of Business and Economics |
Release date: |
May 2023 |
First published: |
2020 |
Authors: |
Tony Proctor
|
Dimensions: |
216 x 138mm (L x W) |
Pages: |
126 |
ISBN-13: |
978-0-367-52475-3 |
Categories: |
Books
|
LSN: |
0-367-52475-9 |
Barcode: |
9780367524753 |
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