New Book Announcement
STRATEGIC MARKETING: MAKING DECISIONS FOR STRATEGIC ADVANTAGE, SECOND EDITION
By Musadiq A. Sahaf, Ph.D., is Professor of Strategic Marketing, Department of Management Studies, School of Business Studies, University of Kashmir, Srinagar. Earlier, he was Professor and Dean, Faculty of Business Administration, American University of Asia, Sharjah (UAE). He has also served University of Kashmir as Dean Academic Affairs, Director of The Business School and Dean of the Faculty of Commerce and Management Studies. He has 36 years of experience in teaching, research and management training. Dr. Sahaf has authored several books, articles and papers. Also, he has made numerous presentations to industry and academic groups and is consultant to several organizations.
The Book
This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm’s strategic decisions in the area of marketing.
Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted.
The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies.
KEY FEATURES
• Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory.
• Comprises glossary of terms in addition to chapter-end summary, exercises and references.
• Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner.
NEW TO THE SECOND EDITION
• Entirely revamped and updated to make the book an effective teaching and learning resource.
• New chapters on ‘Service Marketing Strategies’, ‘Global Marketing Strategies’ and ‘Internal Marketing: A Tool for Implementation’.
• Inclusion of several new sections throughout the text as per the latest development in the field.
TARGET AUDIENCE
• Marketing MBA
• (Specialisation–Marketing)
CONTENTS
Preface
Preface to the First Edition
Acknowledgements
Part I: FUNDAMENTALS FOR STRATEGIC MARKETING
1. Nature and Principles of Strategic Marketing
2. Strategic Marketing Framework
3. The Marketing Environment
4. Assessing Corporate Resources and Capabilities
Part II: CUSTOMERS, MARKETS, AND COMPETITION
5. Analyzing Consumer Behaviour
6. Competitor Analysis and Competitive Position
7. Competing through Customer Relationships and Superior Service
8. Market, Targeting and Positioning
9. Competitive Marketing Strategies
Part III: ANALYSIS FOR STRATEGIC MARKETING
10. Information for Marketing Decision-making
11. Forecasting the Market Opportunities
Part IV: MARKETING DECISION-MAKING
12. Product and New Product Strategies
13. Service Marketing Strategies
14. Distribution Strategy and Channel Management
15. Communication Strategies
16. Personal Selling and Sales Promotion
17. Pricing Policies and Strategies
18. Global Marketing Strategies
Part V: STRATEGIC IMPLEMENTATION AND CONTROL
19. Implementing and Controlling Marketing Strategies
20. Internal Marketing: A Tool for Implementation
Appendix A: Studying Marketing Through Case:
A Guideline to the Student
Appendix B: Marketing: A Career Option
Glossary • References • Index
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