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.
By:
Tony Proctor (University of Chester UK) Imprint: Routledge Country of Publication: United Kingdom Dimensions:
Height: 216mm,
Width: 138mm,
Weight: 267g ISBN:9780367437756 ISBN 10: 0367437759 Series:Absolute Essentials of Business and Economics Pages: 126 Publication Date:08 July 2020 Audience:
College/higher education
,
Further / Higher Education
,
A / AS level
Format:Hardback Publisher's Status: Active
Tony Proctor is Emeritus Professor in Marketing at the University of Chester, UK.
