This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of ma

Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear stru

Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An