Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.
This book is about creating and sustaining superior performance in the marketplace.
It focuses on the two central issues in marketing strategy formulation – the identification
of target markets and the creation of a differential advantage. The book
includes new developments in strategic thinking that have emerged in recent years.
In particular, our approach emphasises the very different role that organisations are
defining for marketing as a strategic force rather than just as an operational department.
It also represents our goal of reaching a broader audience to include strategic
decision-makers as well as marketing specialists.
Some of the topics include service quality and relationship marketing, networks
and alliances, innovation, internal marketing and corporate social responsibility.
Greater emphasis is given to the development of dynamic marketing capabilities,
together with the need to reassess the role of marketing in the organisation as a critical
process and not simply as a conventional functional specialisation.