Marketing Strategy & Management
- Diane M. Phillips - Saint Joseph’s University, USA
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 case studies accompanied by detailed teaching notes and answers to case questions, 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.