Absolute Essentials of Strategic Marketing

Download or read book Absolute Essentials of Strategic Marketing written by Tony Proctor and published by Routledge. This book was released on 2020-05-17 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy. Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats. Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.