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Strategic Marketing: Creating Competitive Advantage, by Douglas West, John Ford, Essam Ibrahim
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The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.
- Sales Rank: #1107682 in Books
- Published on: 2012-11-26
- Original language: English
- Number of items: 1
- Dimensions: 7.50" h x 1.10" w x 9.60" l, 2.80 pounds
- Binding: Paperback
- 585 pages
Review
This is one of the best written and most lively books on Strategic Marketing. Logical, concise, and to the point; it stretches students to think - which is refreshing. Mike Flynn, University of Gloucestershire Business School The authors integrate classic literature alongside the more contemporary and cutting-edge debates in marketing strategy, illustrated with a great range of examples and case-studies. A well researched text that is written in such a way to be accessible to both undergraduate and taught postgraduate students. Jonathan Elms, University of Stirling
About the Author
Douglas West is Professor of Marketing at Birmingham Business School. Prior to this he was Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary.
John B. Ford is Professor of Marketing and International Business in the College of Business and Public Administration at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.
Essam Ibrahim is Senior Lecturer in Marketing at the University of Edinburgh. Prior to this he has taught and researched marketing at the University of Strathclyde, Manchester Metropolitan University, Huddersfield University, and Cairo University.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Most up to date and useful marketing strategy text
By sammarketing
This text has been used in its first and second editions because it is consistently the most up to date (by far) and most well organized text book I could find on the subject of Marketing Strategy. It is well written and filled with excellent examples. Students have found it readable and helpful. I particularly like that it has a good section on service strategies and innovation and references to such topics as "crossing the chasm" and other popular strategy topics. Because the authors are American and British and are highly conversant with international marketing the students get a good set of examples from a global environment.
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