Strategic Marketing 2e: Theory and applications for competitive advantage

Second Edition

Prof Pierre Joubert, Prof Michael Goldman, Dr Sean McCoy, Prof Frikkie Herbst, Ms Adri Jonker, Prof Johan Strydom, Mr Hennie Visser, Mr Kosie de Villiers, Edited by Prof Peet Venter, and Prof Mari Jansen van Rensburg

South African textbook is accessible to students Opening case study to orientate students Case examples to illustrate theory Additional Perspectives give students an holistic view of marketing and encourage them to think critically Strategy in action features focus on how theory can be applied in specific situations Key terms assist students who may struggle with language and concepts Marketing Plan Input illustrates how the marketing plan is conceptualise and executed E-activities encourage students to gain experience in the real world Closing case study consolidates knowledge and the accompanying questions encourage students to engage and reflect on the content
Opening case studies
Case example boxes
'Strategy in action' boxes with questions
Reflection boxes
Discussion questions
Closing case studies with questions

Strategic Marketing 2e: Theory and applications for competitive advantage

Second Edition

Prof Pierre Joubert, Prof Michael Goldman, Dr Sean McCoy, Prof Frikkie Herbst, Ms Adri Jonker, Prof Johan Strydom, Mr Hennie Visser, Mr Kosie de Villiers, Edited by Prof Peet Venter, and Prof Mari Jansen van Rensburg

Description

Strategic Marketing second edition deals with the theories and formulation of strategic marketing, discusses the analysis of the environment, and applies and evaluates marketing concepts through southern African case studies.

Strategic Marketing 2e: Theory and applications for competitive advantage

Second Edition

Prof Pierre Joubert, Prof Michael Goldman, Dr Sean McCoy, Prof Frikkie Herbst, Ms Adri Jonker, Prof Johan Strydom, Mr Hennie Visser, Mr Kosie de Villiers, Edited by Prof Peet Venter, and Prof Mari Jansen van Rensburg

Part 1: Strategic marketing in context
1. The nature of strategic marketing
2. The southern African marketing environment
Part 2: Marketing opportunity analysis
3. Identifying market opportunities
4. Developing market opportunities
Part 3: Strategic marketing processes
5. Identifying and targeting attractive market segments
6. Marketing strategies in the life cycle
7. Product and service innovation
8. Branding and positioning
Part 4: Strategic marketing implementation and control
9. The marketing plan
10. Implementation of marketing strategies
11. Marketing metrics
Part 5: Contemporary issues in strategic marketing
12. Marketing: An ethical and sustainable approach

Strategic Marketing 2e: Theory and applications for competitive advantage

Second Edition

Prof Pierre Joubert, Prof Michael Goldman, Dr Sean McCoy, Prof Frikkie Herbst, Ms Adri Jonker, Prof Johan Strydom, Mr Hennie Visser, Mr Kosie de Villiers, Edited by Prof Peet Venter, and Prof Mari Jansen van Rensburg

Author Information

Prof Pierre Joubert,Prof Michael Goldman,Dr Sean McCoy,Prof Frikkie Herbst,Ms Adri Jonker,Prof Johan Strydom,Mr Hennie Visser,Mr Kosie de Villiers,Prof Peet Venter,Prof Mari Jansen van Rensburg