Strategic Marketing Making Decision Strategy

This systematically organized and accessible text gives an in-depth analysis of the multidimensional aspects of strategic marketing. It is a harmonious blend of theoretical aspects and real-world applications, equipping the students with the requisite knowledge and skills for understanding the subject. It illustrates how to design effective marketing strategies to compete in a highly dynamic and competitive market. Divided into five parts, the text attempts to bridge the gap between the science and the art of marketing strategy. The book provides a stimulating learning environment. Initially, it gives a thorough analysis of the framework that would help managers make their businesses effective. Then it goes on to discuss such topics as customer behaviour and customer relationship management, along with competitor analysis. The text concludes with the strategies that fall within the scope of marketing mix, viz. product, marketing communication, personal selling, distribution and pricing.