Strategic Marketing av John Atkinson, Ian Wilson

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This book is designed to help both students and the general reader gain a practical understanding of the strategic marketing process, and how it can be applied to a variety of real-life organisational and national environments. As a case book it encourages readers to develop a ''strategic mindset'' towards the development of marketing programmes. The cases are based upon primary information and many are complemented by financial data, thus allowing readers to become ''insiders'' rather than observers. Cases are supported by sections on relevant theory and specific learning notes. <br><br>Part one introduces and reviews relevant strategic marketing concepts and practices. Introductory chapters explore the strategy/marketing interface, the conventional strategic marketing process and some contemporary challenges to established practices. <br><br>Part two gives readers the chance to apply strategic marketing principles to a variety of situations, and information is introduced to emphasise