Strategic marketing : creating competitive advantage (Third edition)

The third edition of Strategic Marketing examines the ways in which companies create and sustain their competitive advantage.

Utilizing a robust marketing strategy framework, it covers each of the central questions in the popular "WWHD" model:Where are you now?Where do you want to be?How will you get there?Did you get there?This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization, and to evaluate its impact and contribution. This text is accompanied by an Online Resource Centre which provides:For students:Chapter summariesInternet exercisesKey themes and further readingWeb linksFor lecturers: Additional case studiesGuide to additional case studiesAnswers to case questionsCase analyses and teaching notesPowerPoint slidesTest bankLinks to video clips on strategic issues