Summary
Contents
Subject index
The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Marketing Strategy
Marketing Strategy
Strategy is about doing the right things: tactics is about doing things right. Strategy is about where the firm is going: tactics is about how to get there.
The intention of marketing strategy is to place the company in the appropriate position relative to competitors and thus to gain competitive advantage: it therefore relates strongly to positioning (in the mind of the consumer) because marketing is customer-centred.
Textbooks and lecturers may teach strategy early in the course (to provide a framework for what is to come) or late in the course (as a way of bringing everything together). Many textbooks compromise by touching on the issues early, then filling in the detail towards the end of the book.
Creating competitive advantage is the basis of ...
- Loading...