Applied Strategic Marketing

ISBN : 9780199263011

David Lane
464 Pages
189 x 246 mm
Pub date
Dec 2020
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Applied Strategic Marketing is a clear, concise and accessible new text that takes theoretical concepts and applies them to real life situations. It covers all the main areas on a typical Strategic Marketing module, along with some welcome new additions, such as Forecasting, Customer Relationship Management, Alliances and Branding. The text mirrors the syllabus for the CIM Postgraduate Diploma, and is, therefore, ideal for use on this course, as well as being suitable for undergraduates studying Marketing Strategy. The book includes numerous cases and vignettes, which aid student learning and provide a well-rounded mixture of theory and practical application. The comprehensive accompanying companion web site contains an area for students, including models from the text in diagrammatic form, further case studies and self-assessment questions; and a password-protected lecturer area with suggested answers to the case studies in the text, PowerPoint slides, further case material and additional questions.


Part 1: Preparing the Strategy
1 Strategic Marketing Explained
2 Environmental Analysis
3 Competitor Analysis
4 Organisational Analysis
5 Segmentation, Targeting & Positioning for Strategic Advantage
6 Forecasting and Investment Appraisal for Strategic Marketing
7 Portfolio Analysis
Part 2: Crafting the Strategy
8 Strategic Alliances
9 New Product Development / New Venture Creation & Innovation
10 Strategic Direction
11 Strategic Evaluation & Selection
12 Strategic Customer Relationship Management & Internal Marketing
Part 3: Executing the Strategy
13 Using the Marketing Mix Strategically
14 Strategic Branding
15 The Strategic Marketing Plan
16 Strategic Implementation
17 Strategic Management & Control
18 Undertaking Assignments and Examinations in Strategic Marketing

About the author: 

David C. Lane is Senior Lecturer in Marketing at Leeds Business School, Leeds Metropolitan University, and Senior Moderator for The Chartered Institute of Marketing.

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