Overview

This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm’s strategic decisions in the area of marketing. Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted. The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies. New to the Second Edition Entirely revamped and updated to make the book an effective teaching and learning resource. Additional chapters on Service Marketing Strategies, Global Marketing Strategies and Internal Marketing: A Tool for Implementation. Inclusion of several new sections throughout the text as per the latest development in the field. Key Features Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory. Comprises glossary of terms in addition to chapter-end summary, exercises and references. Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner.

Full Product Details

Author:   Musadiq A. Sahaf
Publisher:   PHI Learning
Imprint:   PHI Learning
Edition:   2nd Revised edition
Weight:   0.958kg
ISBN:  

9789388028714

ISBN 10:   9388028716
Pages:   704
Publication Date:   30 November 2019
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Preface Preface to the First Edition Acknowledgements Part I: Fundamentals For Strategic Marketing 1. Nature and Principles of Strategic Marketing 2. Strategic Marketing Framework 3. The Marketing Environment 4. Assessing Corporate Resources and Capabilities Part II: Customers, Markets, And Competition 5. Analyzing Consumer Behaviour 6. Competitor Analysis and Competitive Position 7. Competing through Customer Relationships and Superior Service 8. Market, Targeting and Positioning 9. Competitive Marketing Strategies Part III: Analysis For Strategic Marketing 10. Information for Marketing Decision-making 11. Forecasting the Market Opportunities Part IV: Marketing Decision-Making 12. Product and New Product Strategies 13. Service Marketing Strategies 14. Distribution Strategy and Channel Management 15. Communication Strategies 16. Personal Selling and Sales Promotion 17. Pricing Policies and Strategies 18. Global Marketing Strategies Part V: Strategic Implementation And Control 19. Implementing and Controlling Marketing Strategies 20. Internal Marketing: A Tool for Implementation Appendix A: Studying Marketing Through Case: A Guideline to the Student Appendix B: Marketing: A Career Option Glossary References Index

Reviews

Author Information

Musadiq A. Sahaf, Ph.D., is Professor of Strategic Marketing, The Business School, University of Kashmir, Srinagar. Earlier, he was Professor and Dean, Faculty of Business Administration, American University of Asia, Sharjah (UAE). He has also served University of Kashmir as Director of The Business School and Dean in the Faculty of Commerce and Management Studies. He has 34 years of experience in teaching, research and management training. Dr. Sahaf has authored several books, articles and papers. He has also made numerous presentations to industry and academic groups and is consultant to several organizations.

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions