Strategic marketing : creating competitive advantage /

• West, Douglas C.
• Ford, John B., Ph.D.
• Ibrahim, Essam.

• Marketing
• Marketing -- Management
• Strategic planning

• Oxford University Press,

• 0199273987 (pbk.)

• Includes bibliographical references and index.
• PART 1: INTRODUCTION; 1. Overview; 2. Marketing Strategy: Analysis and Perspectives; PART 2: WHERE ARE WE NOW?; 3. Environmental and Internal Analysis: market information and intelligence; PART 3: WHERE DO WE WANT TO BE?; 4. Strategic Marketing Decisions and Choices; 5. Segmentation, Targeting and Positioning Strategies; 6. Relationship Strategies; PART 4: HOW WILL WE GET THERE?; 7. Product Innovation and Development Strategies; 8. Branding Strategies; 9. Service Marketing Strategies; 10. Pricing and Distribution Strategies; 11. Marketing Communications Strategies; 12. E-Marketing Strategies; PART 5: DID WE GET THERE?; 13. Strategy Implementation and Control; PART 6: CONCLUSION; 14. Social Marketing and Corporate Social Reponsibility.

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