Absolute Essentials of Strategic Marketing (Abs, Proctor..

Absolute Essentials of Strategic MarketingAuthor(s): Tony Proctor\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367524753, 978-0367524753\nSynopsis\nStrategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy.\n\nFocused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of strategic windows to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats.\n\nEnhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume tha.