Strategic Marketing

Details: Strategic Marketing (Second Edition) is a thoroughly revised and restructured textbook. With emphasis on logical sequencing of contents, the new edition is more comprehensive and contemporary. Chapters and sections have been reorganised and new topics have been incorporated at appropriate places, which makes the book appear almost like a new book. The title of this edition has also been suitably changed. The distinctive features of the present edition are the chapters on: Innovation Strategy; Recession Marketing Strategy; Relationship Strategy; Marketing Strategy and Profit; and Strategy for Business-to-Business, Consumer Goods and Services: Consolidated Analysis. Since innovations have become integral parts of modern marketing, the role of innovation and innovation strategy for effective marketing have to be properly emphasised. Knowledge of special marketing strategies for success during recession is the need of time, since most of the marketing strategies have been developed for boom time or normal marketing situations, which do not work during recessions. Several companies (like Dell Computer) which are known as champions of recession, have successfully demonstrated this. Relationship strategy (CRM, CRC, etc.) also requires a special treatment in any modern book on strategic marketing. Relationship between marketing strategy and profit is another important area which is not dealt with by textbooks on strategic marketing. In this book, strategies for business-to-business markets, consumer goods and services have been analysed in a consolidated and comparative framework for better understanding of marketing strategy as a whole. The present revised edition provides a complete text on elective in strategic marketing in MBA/PGDM programmes in universities/busine

EAN: 9780230636170

Package Dimensions: 10.9 x 8.4 x 0.7 inches

Languages: English