Marketing Strategy is a concise and flexible text that that can be
used in conjunction with case studies or supplementary readings in
project-based marketing strategy courses. The emphasis on strategic
decision-making is a key strength of this text. Students are helped
to integrate their knowledge of marketing phenomena within the
broader competitive framework of the strategic and tactical
decisions that marketers and managers make every day. The latest
new-economy developments have been included and a series of new
case studies from dynamic Australian and New Zealand businesses
incorporated for applied study. Marketing Strategy assumes the
reader is already familiar with the basics of buyer behaviour, the
four Ps, and other marketing fundamentals. With extensive content
on four key trends - entrepreneurial companies, the growth in
international trade, internet advertising and marketing metrics -
this title is a perfect match for modern strategic marketing
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