Russell Abratt, Michael Bendixen

Strategic Marketing (eBook, PDF)

Concepts and Cases

• Format: PDF

Produktbeschreibung

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:

• examine the role of corporate, business, and marketing strategy in strategic marketing;
• recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth;
• interpret the various elements of marketing strategy and apply them to a particular real-world situation;
• apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues;
• apply ethical frameworks to strategic marketing situations.

Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 158
• Erscheinungstermin: 4. Juli 2018
• Englisch
• ISBN-13: 9780429951565
• Artikelnr.: 56831907

Autorenporträt

Russell Abratt is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of Advertising Research, California Management Review, Industrial Marketing Management, Journal of Business Ethics, and European Journal of Marketing, among others.

Michael Bendixen is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of International Business Studies, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.

Inhaltsangabe

About the Authors
Dedication
Preface
Chapter 1 Strategic Marketing
Case: Xfinity from Comcast: The Quest for Better Customer Service
Case: Spirit Airlines
Chapter 2 Strategic Segmentation
Case: Burger King Identity Crisis: Who Is It Now? Case: Florida Blue: The Blues of the Affordable Care Act
Chapter 3 Competitive Analysis and Positioning
Case: McDonalds All Day Breakfasts
Case: Fedex: How to beat the Competition
Chapter 4 Strategies for Growth
Case: Twitter
Case: CrossFit SOFLA: Growing Pains
Chapter 5 Corporate Branding and Internal Brand Management
Case: Cadillac: The Battle to Recapture the Luxury Car Market
Case: UBER technologies INC.: Managing the Repercussions of #DeleteUber
Case: World Fuel Services: Leading Internal Marketing
Case: Weatherby Healthcare: Increasing Turnover and Declining Engagement
Chapter 6 Corporate Reputation Management
Case: Lennar Corporation
Case: Chipotle: The Cost of Fresh Fast Food
Index