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OverviewStrategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy. Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats. Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world. Full Product DetailsAuthor: Tony Proctor (University of Chester, UK)Publisher: Taylor & Francis Ltd Imprint: Routledge Weight: 0.453kg ISBN: 9780367524753ISBN 10: 0367524759 Pages: 126 Publication Date: 31 May 2023 Audience: College/higher education , Postgraduate, Research & Scholarly , Undergraduate Format: Paperback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsReviewsAuthor InformationTony Proctor is Emeritus Professor in Marketing at the University of Chester, UK. Tab Content 6Author Website:Countries AvailableAll regions |
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