Thoroughly revised and updated, "Marketing Management Strategy, 5e, International Edition" continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and - for the first time - photographs, the fifth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies - helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text's signature student-friendly style, the fifth edition covers essential points without getting bogged down in industry jargon - all in a succinct 12 chapters.
Part 1 Setting the Stage for Marketing Strategy
Part 2 Discovering Market Opportunities
Part 3 Developing Marketing Strategy
Part 4 Putting Strategy into Action
Part 5 Cases
Part 6 Tools for Developing a Marketing Plan