Marketing strategy & management

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Title:

Author:

Phillips, Diane M., author.

ISBN:

9781529778557

9781529778564

Personal Author:

Phillips, Diane M., author.

Physical Description:

xii, 526 pages : color illustrations ; 25 cm

Contents:

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 this ship? -- Establishing and 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.

Abstract:

"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 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." -- Back cover.

Subject Term:

Marketing -- Management.

Strategic planning.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:LEC-BOOK	002303350	658.8 PHI	1	Searching... Unknown
Searching... 1:IIEMSA	1:MSA-SL	002302931	658.8 PHI	2	Searching... Unknown
Searching... 1:IIEMSA	1:MSA-SL	002302932	658.8 PHI	3	Searching... Unknown
Searching... 1:IIEMSA	1:MSA-SL	002302933	658.8 PHI	4	Searching... Unknown
Searching... 1:IIESDN	1:GEN-BOOK	000099189	658.8 PHI	1	Searching... Unknown
Searching... 1:IIESDN	1:GEN-BOOK	000099819	658.8 PHI	2	Searching... Unknown

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Summary

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 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.