Cases in Strategic Marketing provides a bridge between course textbooks and key real-world examples. The case studies covered here provide an insight into how a diverse range of businesses operate and respond to challenges and opportunities.
Book
Larry Percy and Richard Rosenbaum-Elliott
Strategic Advertising Management is made up of five parts. The first part acts as an overview of advertising and promotion, and asks what is advertising and promotion? It looks at advertising across cultural borders. The next part is about planning considerations. The third part looks at developing a strategic plan. It talks about selecting the target audience, understanding their decision-making processes, determining the best position, developing a communication strategy, the media strategy, and digital media. Part Four is about how to make the strategy work. It looks at creative tactics and execution. The last part covers integrating advertising and promotion.
Book
Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan
Strategic Brand Management is made of three parts. Part 1 is about the sociocultural meaning of brands. It looks at understanding the social psychology of brands, emotion and brands, the symbolic meaning of brands, and cultural meaning of systems and brands. The second part looks at brand equity and brand building. Chapters in this section look at brand equity, brand communication, and brand performance. The third part covers managing brands and looks at brand strategies, brand innovation and digital media, brand portfolio management, and people as brand touchpoints.
Book
Douglas West, John Ford, Essam Ibrahim, and Matteo Montecchi
Strategic Marketing provides an in-depth analysis of strategic marketing as it exists today. This new edition includes case studies and examples including the rise of Disney＋, the use of artificial intelligence in marketing, and small-scale innovators in India. The text examines the latest research and explores socio-political issues, such as the Black Lives Matter movement and the global COVID-19 pandemic, underlining the importance of such to marketers. The text is made up of four parts. The first part asks: where are we now? It provides the tools by which to look at the current situation for the strategic marketeer. The second part then looks at where we want to be. It considers segmentation, targeting, and positioning and also branding strategies. The next part is about how to get to where we want to be. This part includes detailed analysis of product innovation, pricing and distribution strategies, marketing communications, and social and ethical strategies. The last part asks: did we get there? It examines strategy and metrics.
