E-Book Overview
This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.
E-Book Content
Strategic Marketing This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: ¬¬
¬¬
¬¬
¬¬
¬¬
examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations.
Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management. Russell Abratt is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of Advertising Research, California Management Review, Industrial Marketing Management, Journal of Business Ethics, and European Journal of Marketing, among others. Michael Bendixen is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of International Business Studies, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.
Strategic Marketing Concepts and Cases
Russell Abratt and Michael Bendixen
First published 2019 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2019 Russell Abratt and Michael Bendixen The right of Russell Abratt and Michael Bendixen to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Paten