Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership.
The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House.
Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text.
This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels.
Diane M. Phillips is Professor of Marketing at Saint Joseph′s University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland.
Mục lục
Setting the stage: The purpose and promise of marketing
Marketing planning: Good strategy doesn’t just happen
Reason-based strategic decision-making
The most important person: Prioritizing the consumer experience
Leadership: Who is steering the ship?
Establishing & strengthening a strategic competitive advantage
Target markets: Identifying and targeting those individuals most likely to respond to the marketing strategy
Product strategies: Creating the value proposition
Pricing strategies: Signaling the value proposition
Place strategies: Delivering the value proposition
Promotional strategies: Advocating the value proposition
Customer relationship management: Developing and growing customer relationships
Facilitating successful strategy execution
Appendix 1: Outline of marketing plan
Appendix 2: Essentials of marketing analytics
Appendix 3: Case studies
Giới thiệu về tác giả
Diane M. Phillips, Ph.D. is a professor of marketing at Saint Joseph’s University in Philadelphia, USA. Dr. Phillips is also a Guest Professor at the Institute for Retail Management at the University of St. Gallen, Switzerland. She received her M.S. in marketing from Texas A&M University and her Ph.D. in marketing from Penn State University. Dr. Phillips has spent more than two decades teaching at the undergraduate, graduate, and executive levels. Much of her research focuses on the issue of consumer behavior, strategy, and sustainability. Her research has been published in a variety of international publications and she is a frequent speaker at international conferences, civic organizations, businesses, and universities on the topic of marketing strategy and climate change. Dr. Phillips has also traveled broadly, meeting with marketing executives in a wide variety of industries to discuss the real-life challenges that they face in the dynamic, ever-changing global marketplace. Dr. Phillips taps into these three critical experiences – teaching, sustainability, and real-world marketing applications – to create this book, Marketing Strategy & Management.
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