Author Description

The second edition of Strategic Marketing examines the key aspects of traditional marketing strategy and provides an assessment and synthesis of recent thinking. Drawing on Porter's strategic-analytic framework in relation to marketing decision-making, the authors provide a coherent structure, allowing students to understand the theoretical foundations of the subject. A wealth of pedagogical features enhances the learning experience; such as abstracts of journal articles to introduce students to primary sources of information and encourage further reading. A diverse range of case studies, including cases on brand value and budgets, enable students to understand the application of marketing strategy in a real-life context.The text focuses on the key theme of creating and sustaining competitive advantage, articulated through the following framework:Where are we now?Where do we want to be?How will we get there?Did we get there?This framework provides students with the tools and techniques to assess the role of marketing strategy in an organization and to evaluate its impact and contribution.