Marketing Strategy & Management

Marketing Strategy & Management provides students with a comprehensive step-by-step exploration and grounding in marketing strategy concepts, processes, and models. It takes a global perspective and includes executive insights, head-scratching blunders, and case studies. It is essential reading for courses covering marketing strategy, strategic marketing, and marketing management.

Format: Paperback / softback
Length: 544 pages
Publication date: 24 February 2023
Publisher: SAGE Publications Ltd

Marketing Strategy & Management is a comprehensive and in-depth course that delves into the core concepts, processes, and models of marketing strategy. It offers students a step-by-step exploration of the field, providing them with a solid foundation for understanding and applying marketing strategies in various contexts.

The course covers a wide range of topics, including marketing planning, research and analysis, decision-making, the marketing mix, the management of customer relationships, monitoring and reporting of the strategy, and the crucial role of leadership. It takes a global perspective, emphasizing sustainability and consumer-centricity. Executive insights, real-world examples, and case studies from renowned organizations such as Airbnb, Coca-Cola, Dominos Pizza, KFC, K-pop, L'Oréal, and Starbucks add depth and relevance to the curriculum.

To enhance the practical application of strategic decision-making, the textbook includes 14 case studies accompanied by detailed teaching notes and answers to case questions. These case studies cover a diverse range of organizations, from PEZ Candies to the Sydney Opera House, allowing students to apply their knowledge to real-world situations.

Written in a clear and accessible style, the textbook is designed to be easy-to-read and includes chapter summaries and critical thinking questions to test students' understanding. Each chapter also highlights relevant Sustainable Development Goals to emphasize the ethical and sustainable dimensions of marketing strategy.

Marketing Strategy & Management is an essential textbook for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. It is authored by Diane M. Phillips, Professor of Marketing at Saint Joseph's University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland. The textbook combines theoretical knowledge with practical insights, equipping students with the skills and knowledge needed to succeed in the dynamic and ever-changing field of marketing.

Weight: 1130g
Dimension: 190 x 248 x 29 (mm)
ISBN-13: 9781529778557