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Marketing Strategy & Management
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Marketing Strategy & Management

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Marketing Strategy & Theory

February 2023 | 536 pages | SAGE Publications Ltd
Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership.
 
The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 in-depth case studies, on a range of organizations from Pez Candies to the Sydney Opera House.

Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text.

This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels.

Diane M. Phillips is Professor of Marketing at Saint Joseph's University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland.
 
Setting the stage: The purpose and promise of marketing
 
Marketing planning: Good strategy doesn’t just happen
 
Reason-based strategic decision-making
 
The most important person: Prioritizing the consumer experience
 
Leadership: Who is steering the ship?
 
Establishing & strengthening a strategic competitive advantage
 
Target markets: Identifying and targeting those individuals most likely to respond to the marketing strategy
 
Product strategies: Creating the value proposition
 
Pricing strategies: Signaling the value proposition
 
Place strategies: Delivering the value proposition
 
Promotional strategies: Advocating the value proposition
 
Customer relationship management: Developing and growing customer relationships
 
Facilitating successful strategy execution
 
Appendix 1: Outline of marketing plan
 
Appendix 2: Essentials of marketing analytics
 
Appendix 3: Case studies

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Paperback
ISBN: 9781529778557
£51.99

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ISBN: 9781529778564
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