Marketing Management and Strategy, 4th edition

Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security. They then examine how marketing strategies are developed and implemented through effective product, pricing, distribution, communication and services.

This is a core text for MBA Marketing Management course and for university short courses for executives. This will also be suitable for any undergraduates or postgraduates on marketing strategy courses.

Hallmark Approach

• Strong focus on financial implications of marketing decisions, and on marketing and shareholder value so students gain an understanding of the real financial benefits marketing can give.
• A case study per chapter with associated questions encourages critical thinking with the students.
• Emphasis on relationship marketing and organisational issues giving students an understanding of these increasingly important issues.
• Longer cases are available from the companion website to place the theory into real world situations.

New to this Edition

• More NEW international case examples throughout the book  including Hewlett Packard, Mars, First Direct, Microsoft and Pfizer bring the theory to life.
• Expanded contributions on Segmentation and Positioning (Chapter 3), Market Dynamics and Competitive Strategy (Chapter 5) and Building Successful Brands (Chapter 6) to help give a broader picture to the reader.
• NEW section on Corporate Social Responsibility (Chapter 12) which is of increasing concern to many of today's top executives.
• The book is now presented in four colours using a new design to enhance readability.