Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, the 2nd edition is a concise, thorough and enlightening textbook that demonstrates how organizations cope with a myriad of demands by better understanding themselves, their products or services, and the world around them.
Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of 'strategic windows' to improve its position: Core issues covered include:
- Marketing Strategy
- Analysing the business environment
- The customer in the market place
- Targeting and positioning
- Marketing mix strategy
Accessibly written and supported by a user-friendly companion website, this is an essential resource for all students of marketing and business and management.