Strategic Marketing Management

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Product Description

This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages:

* Where are we now? - Strategic and marketing analysis
* Where do we want to be? - Strategic direction and strategy formulation
* How might we get there? - Strategic choice
* Which way is best? - Strategic evaluation
* How can we ensure arrival? - Strategic implementation and control

This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering:

* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

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Strategic Marketing Management Review

As a strategy consultant, I have a lot of shelf space devoted to classic and new books on the subject. Hands-down, this is the single best reference book I own for modelling approaches, competitive strategies, strategic planning, and market analysis. Because the authors summarize the "world" of strategic thinking, I also refer to other books where I need more in-depth information, but this book is almost always my starting point for articulating a key concept or looking for a diagrammatic approach. The extensive bibliography also makes it easy to read more where desired. I still read the latest strategy books to come out, but by large I've found that there's nothing new under the sun. Even the "newest" thinking is just a recast of classic concepts, so a thorough reading of this book will provide a solid foundation for anyone serious about strategy and competitive planning. Highly recommended.

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