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£54.99

Paperback

Published: 09 April 2015

600 Pages

246x189mm

ISBN: 9780199684090


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This text is published by OUP Higher Education Division

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.

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