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:
Key themes and further reading
Additional case studies
Guide to additional case studies
Answers to case questions
Case analyses and teaching notes
Links to video clips on strategic issues
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.
PART I: INTRODUCTION; PART II: WHERE ARE WE NOW?; PART III: WHERE DO WE WANT TO BE?; PART IV: HOW WILL WE GET THERE?; PART V: DID WE GET THERE?