Examines the aspects of traditional marketing strategy topics. Suitable for undergraduate and postgraduate marketing students, this book aims to demonstrate how companies create competitive advantage through the use of strategic marketing. It combines theory and practice within a conceptual framework and reviews marketing tools and techniques.
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.