Absolute Essentials of Strategic Marketing

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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