Marketing Strategy - Planning, Implementation and Control (Paperback)

Marketing Strategy focuses on building the strategic skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and how they implement strategy. This text focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management. Organized around the three C's model-company, competition and customer this book provides a step-by-stepanalysis of the pros and cons of specific concepts and techniques.

Key Feature
* Provides comprehensive coverage of all important aspects of marketing
* Designed for courses at the junior/seniorlevel in marketing strategy
* Introduces strategic thinking skills for new product management
* Examines the growing importance of information technologies that can be used to seek and sustain the competitive advantage
* 29 cases throughout the text

Table of Contents
Preface
Part I:Introduction
1. Marketing