Bilde av Strategic Marketing Av Douglas (professor Of Marketing Professor Of Marketing King's College London) West, John (professor & Eminent Scholar

Strategic Marketing Av Douglas (professor Of Marketing Professor Of Marketing King's College London) West, John (professor & Eminent Scholar

Highly practical and exceptionally clear, <i>Strategic Marketing</i> discusses the essential concepts and tools necessary to understand and implement effective marketing strategies. The fourth edition is packed with new case studies and examples including the rise of Disney +, the use of artificial intelligence in marketing, and small-scale innovators in India. Step into the professional world via the brand-new Practitioner Insights feature through which marketers operating across Africa, Europe, and Asia share the issues they have faced and how they overcame them. This significantly-revised edition also includes the latest research and explorations of socio-politicalissues, such as the Black Lives Matter movement and the global COVID-19 pandemic, underlining the importance of such to marketers.The book''s clear four-part structure mirrors the industry''s most widely-used strategic marketing framework. Each part tackles one of four questions that organizations need to ask themselves: '

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