Strategic Marketing -

Strategic Marketing

Creating Competitive Advantage

By Douglas West, John Ford, Essam Ibrahim



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The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:Where are you now?Where do you want to be?How will you get there?Did you get there?This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization, and to evaluate its impact and contribution.This title is available as an eBook. Please contact your Sales and Learning Resource Consultant for more information.

Product code: 9780199684090

ISBN 9780199684090
Dimensions (HxWxD in mm) H244xW189xS23
No. Of Pages 600
Publisher Oxford University Press
Edition 3rd Revised edition
The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.