Strategic Marketing

Creating Competitive Advantage

Third Edition

Douglas West, John Ford, and Essam Ibrahim

Presents a robust marketing strategy framework, allowing students to familiarize themselves with the theory in a systematic and approachable way.
Applies strategic models to business, using case studies throughout each chapter to demonstrate how firms such as Nike, Samsung, and Tesco develop their marketing strategies and maintain their competitor advantage.
Takes a strategic perspective, rather than marketing management perspective, helping students to understand the impact marketing strategy has on an organization.
Features abstracts of journals articles in each chapter, making original research accessible to students and encouraging further reading.

New to this Edition:

A new chapter on international marketing strategies explores the potential of foreign country markets, international marketing opportunities and challenges, foreign market entry modes and marketing mix strategies in international markets.
An increased international focus introduces further examples from emerging markets including Asia, South America, and the BRIC countries.
Additional European examples from a variety of industries from both SMEs and large organizations.
Increased coverage of advances in technology that influence brand building and customer behaviour, such as the increasing use of social media.
Completely updated literature on the theory and practice of marketing strategy and planning.

Strategic Marketing

Creating Competitive Advantage

Third Edition

Douglas West, John Ford, and Essam Ibrahim

Description

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 summaries
Internet exercises
Key themes and further reading
Web links

For lecturers:
Additional case studies
Guide to additional case studies
Answers to case questions
Case analyses and teaching notes
PowerPoint slides
Test bank
Links to video clips on strategic issues

Strategic Marketing

Creating Competitive Advantage

Third Edition

Douglas West, John Ford, and Essam Ibrahim

Part I: Introduction
1:Overview and strategy blueprint
2:Marketing strategy: analysis and perspectives
Part II: Where are we now?
3:Environmental and internal analysis: market information and intelligence
Part III: Where do we want to be?
4:Strategic marketing decisions, choices and mistakes
5:Segmentation, targeting, and positioning strategies
6:Branding strategies
7:Relational and sustainability strategies
Part IV: How will we get there?
8:Product innovation and development strategies
9:Service marketing strategies
10:Pricing and distribution strategies
11:Marketing communications strategies
12:International marketing strategy
13:Social and ethical strategies
Part V: Did we get there?
14:Strategy implementation, control, and metrics

Strategic Marketing

Creating Competitive Advantage

Third Edition

Douglas West, John Ford, and Essam Ibrahim

Author Information

Douglas West, Professor of Marketing, King's College London, John Ford, Professor of Marketing and International Business and Eminent Scholar, Old Dominion University, Norfolk, Virginia, and Essam Ibrahim, Coordinator of PhD Marketing Degree at the University of Edinburgh Business School

Douglas West is Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary.

John Ford is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.

Essam Ibrahim is Coordinator of PhD Marketing Degree at the University of Edinburgh Business School. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.

Strategic Marketing

Creating Competitive Advantage

Third Edition

Douglas West, John Ford, and Essam Ibrahim

Reviews and Awards

This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think which is refreshing. - Mike Flynn, University of Gloucestershire Business School -