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.
Features
- 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
Part 1: Strategic marketing in context
1The nature of strategic marketing
2The southern African marketing environment
Part 2: Marketing opportunity analysis
3Identifying market opportunities
4Developing market opportunities
Part 3: Strategic marketing processes
5Identifying and targeting attractive market segments
6Marketing strategies in the life cycle
7Product and service innovation
8Branding and positioning
Part 4: Strategic marketing implementation and control
9The marketing plan
10Implementation of marketing strategies
11Marketing metrics
Part 5: Contemporary issues in strategic marketing
12Marketing: An ethical and sustainable approach
The textbook is aimed at senior undergraduate students who are studying a B.Com or for postgraduate students. The book is also used by senior National Diploma Marketing students at universities of technology.
