000			02889nam a22003257a 4500
001			23964
003			OSt
005			20250217095232.0
008			220707s2023 cau b 001 0 eng
020			_a9781529778564 _q(hardcover)
020			_a9781529778557 _q(paperback)
040			_aDLC _beng _erda _cDLC _dIQ-KaLSS _dIQ-MoCLU
082	7	4	_223 _a658.8 _bP558
100	1		_aPhillips, Diane M., _eauthor.
245	1	0	_aMarketing strategy & management / _cDiane M. Phillips ; Matthew Waters
246	3		_aMarketing strategy and management
264		1	_aLos Angeles : _bSAGE, _c[2023]
300			_axii, 526 pages ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a"Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships and monitoring/reporting; and the crucial role organizational leadership plays in achieving all of the above. Throughout the text, the author draws on a global perspective that is also sustainability-focused and consumer-centric by making the customer the focal point for any successful organization. Chapters open by introducing a real-world business executive and a difficult marketing challenge they've had to navigate. Insight boxes as well as up-to-date and engaging examples are provided throughout the chapters to bring important strategic concepts to life. Examples include: The Fiji 7s Rugby team, Starbucks, KFC, Domino's Pizza, K-pop, Coca-cola, and Airbnb. For more in-depth application of and practice with strategic decision-making, this book includes 14 in-depth case studies. Organizations include: the Panama Canal, the City of Venice, the Sydney Opera House, and Pez Candies. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter fosters responsible, diverse, and ethically-minded thought and action by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph's University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland"--
650		4	_aMarketing _xManagement.
650		4	_aStrategic planning.
700	1		_aWaters, Matthew _eeditor.
910			_asaja
942			_2ddc _cBK
999			_c23964 _d23964