Highly practical and exceptionally clear, Strategic Marketing discusses the essential concepts and tools necessary to understand and implement effective marketing strategies.

The fourth edition is packed with new case studies and examples including the rise of Disney +, the use of artificial intelligence in marketing, and small-scale innovators in India. Step into the professional world via the brand-new Practitioner Insights feature through which marketers operating across Africa, Europe, and Asia share the issues they have faced and how they overcame them. This significantly-revised edition also includes the latest research and explorations of socio-political issues, such as the Black Lives Matter movement and the global COVID-19 pandemic, underlining the importance of such to marketers.

The book's clear four-part structure mirrors the industry's most widely-used strategic marketing framework. Each part tackles one of four questions that organisations need to ask themselves: 'where are we now?', 'where do we want to be?', 'how will we get there?' and finally: 'did we get there?' - all while revealing the techniques marketers use to discover the answers.

This illuminating book is the ideal guide to strategic marketing for those studying the topic and for anyone aspiring to become a successful strategic marketer.

Practical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.

This book is accompanied by the following online resources:

For students:

• Self-test multiple choice questions with answer feedback
• Case study guide
• Links to additional resources (articles, videos, and other resources)
• Chapter summaries
• Key themes and further reading
• Additional exercises
• Flashcard glossary

For lecturers:

• Additional extended case studies with teaching notes
• Lecturer's guide to using the case studies from the book in class
• PowerPoint presentations
• Test bank containing multiple-choice questions
• Links to third-party video content
• Figures from the text

Part A Where are we now?
1: Strategic marketing: analysis, perspectives, and blueprint
2: Environmental and internal analysis: market information and intelligence
Part B Where do we want to be?
3: Strategic marketing decisions, choices, and mistakes
4: Segmentation, targeting, and positioning strategies
5: Branding strategies
Part C How will we get there?
6: Relational and sustainability strategies
7: Product innovation and development strategies
8: Service marketing strategies
9: Pricing and distribution strategies
10: Marketing communications
11: Social and ethical strategies
Part D Did we get there?
12: Strategy implementation and control
13: Strategy and metrics

Douglas West, Professor of Marketing, King's College London

Doug was Professor of Marketing, King's College London. Prior to this he was Professor of Marketing at Birmingham Business School, and Director of the MARCOMS Research Centre at the University of Westminster. Previously he has held positions at South Bank, Henley Management College, and the University of Calgary.

John Ford, Professor & Eminent Scholar, Department of Marketing, Old Dominion University

John is Professor and Eminent Scholar at Old Dominion University in Norfolk, Virginia. He specializes in international marketing strategic issues, and his specific interests in research include cross-cultural advertising and marketing research issues.

Essam Ibrahim, Cairo University

Essam was a Professor of Marketing, the British University in Egypt (BUE). Prior to this he has held various academic positions in Marketing Departments at the University of Edinburgh, University of Strathclyde, Manchester Metropolitan University, and Huddersfield University. He specialises in marketing strategy and international marketing.

Matteo Montecchi , Lecturer in Marketing, King's College London

Matteo is Lecturer in Marketing, King's College London. Previously Matteo held the positions of senior lecturer, course leader and programme director at University of the Arts London, London College of Fashion).