Overview

This exciting new introductory text examines the nature of competitive marketing strategy and points to the need to adopt new marketing practices in order to meet the demands of business opporunities in the twenty-first century. by taking a fresh approach to a previously covered subject area, this work will not only be of assistance to students of marketing but also practising managers. Subjects covered include *Marketing Strategy *Analysing the Business Environment *The Customer in the Market Place *Targeting and Positioning *Marketing Mix Strategy Using case studies, case histories and thought-provoking questions, Strategic Marketing: An Introduction is a valuable resource for all those involved in this important area. Tony Proctor is Visiting Professor in Marketing at Chester Business School and also contributes to postgraduate programmes at Lancaster University and The Queen's University, Belfast, as well as to courses run by Hull University and Lincoln Businss School in conjunction with CIM and MDC consultants.

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