دانلود کتاب بازاریابی استراتژیک

All organisations – from modest start-ups to multinational corporations – can benefit from an effective marketing strategy, as it serves as a roadmap for the entire business. Without strategy, an organisation has no direction. Successful organisations give direction to their activities through strategic planning based on an analysis of all the relevant information and factors within and outside the organisation. A strategy means to achieve the firm’s objectives. A strategy involves the development of specific reactive actions to adapt the firm to changes in the environment. Top management must factor in all potential influences on the firm, including macroenvironmental factors and market factors, as well as the organisation’s own internal strengths and weaknesses. Armed with the knowledge of the firm’s capabilities and aspirations, the customer and the competitive landscape, the aim of strategic marketing is to maximise the firm’s positive differentiation over its competitors in the eyes and minds of its target market. The role of strategic marketing is to decide the firm’s position and in which markets to compete; where the firm wants to go and what the basis of the firm’s competitive advantage is going to be; how the firm will get there; and when and how the firm will compete. Strategic Marketing structures the strategic marketing process in sections to allow for an understandable and easy-to-follow process. It follows a practical and logical approach to a topic that is often made unnecessarily difficult. The book is based around the following questions: •• Where are we now? An organisation needs to know this if it wants to move forward. •• Where do we want to be/go? If an organisation knows where it is currently, it is easier to decide where it wants to go in the future. •• How do we get there? Knowing where an organisation wants to go makes it possible to decide on the possible ways to get there. This book is one of the few strategic marketing books on the market that brings in marketing metrics and the financial implications of decisions. Customer experience management, leveraging, and refocusing the business all receive attention, as these issues form an integral part of strategic planning. Global strategies and the way forward are also covered. The authors consider this text a leader in its field and believe it will help students – both undergraduate and postgraduate – and practitioners to gain a better, more holistic understanding of strategic marketing.