An edition of Strategic Marketing
(2013)
Strategic Marketing
by Andrew Whalley
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Strategic Marketing is aimed as an introduction to Strategic Marketing Management for students on Marketing and Business strategy courses. It covers the origins of modern marketing, relates contemporary and classic theory to Marketing in both academic and practical terms, providing a solid foundation for the understanding of Marketing.
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Publish Date
2013
Publisher
Bookboon.com
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Book Details
Table of Contents
Content
1. So what is marketing?
1.1. The Three levels of Marketing
1.2. The value of Marketing; Needs, Utility, Exchange Relationships & Demand
1.3. The Theoretical basis of competition
1.4. Alternative Frameworks: Evolutionary Change and Hypercompetition
1.5. The Marketing Concept
2. What can be marketed?
2.1. Core Benefit Product
2.2. Basic product
2.3. Augmented product
2.4. Perceived product
2.5. A note on branding
2.6. Summary of the Chapter
3. Marketing’s role in the business
3.1. Cross-functional issues
3.2. Strategic issues
3.3. Forecasting market and sales
3.4. Implementation, Analysis, Control & Evaluation
3.5. Objectives setting
4. Segmentation, Targeting & Positioning
4.1. Segmentation
4.2. Targeting
4.3. What is positioning?
4.4. Positioning and Perception
4.5. Perceptual Mapping
4.6. Strategies for Product Positioning
4.7. Product Re-positioning
4.8. Corporate Positioning
4.9. Chapter Summary
5. Branding
5.1. Why do we brand products?
5.2. Chapter summary
6. The Marketing Mix
6.1. Price
6.2. Place
6.3. Product
6.4. Promotion
6.5. Physical Evidence
6.6. People
6.7. Process
7. Product Management
8. Marketing Communications or MarCom or Integrated Marketing Communications (IMC)
8.1. The Marketing Communications Mix
8.2. The Marketing Communication Process
8.3. Marketing Related Messages
8.4. The development of Marcoms
8.5. Chapter Summary
9. Expanding marketing’s traditional boundaries
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History
- Created May 5, 2015
- 4 revisions
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| August 22, 2020 | Edited by ISBNbot2 | normalize ISBN |
| May 5, 2015 | Edited by Alice Kirk | Edited without comment. |
| May 5, 2015 | Edited by Alice Kirk | Added new cover |
| May 5, 2015 | Created by Alice Kirk | Added new book. |