Strategic Marketing

Contents: Preface. 1. Introduction. 2. A prologue on strategic marketing: importance and challenges. 3. Strategic marketing and the resource based view. 4. Strategic marketing management: building a foundation for future. 5. Strategic marketing of master of business administration programmes. 6. Strategic marketing planning. 7. An overview of leadership and management consulting agency. 8. Foreign market entry strategy. 9. International market entry strategies for cultural tourism. 10. Effect of strategic marketing planning practices on performance. 11. Strategic marketing planning implications for the small manufacturing manager. 12. Strategic marketing planning process under a network approach. 13. Strategic planning for economic development. 14. Corporate strategic marketing: a new task for top management. 15. Economic of strategic marketing management. Bibliography. Index.

"Strategic Marketing has been defined as the management function responsible for identifying, anticipating and satisfying customer requirements profitably. Marketing is, therefore both a philosophy and a set of techniques which address such matters as research, product design and development, pricing, packaging, sales and sales promotion, advertising, public relations, distribution and after-sales service. These activities define the broad scope of marketing and their balanced integration within a marketing plan is known as the marketing mix. A modification of a definition of marketing by Doyle suggests that marketing is the management process that seeks to maximize returns to shareholders by creating a competitive advantage in providing, communicating and delivering value to customers thereby developing a long-term relationship with them. Books contents are given below." (jacket)