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Strategic Marketing

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(71 ratings)
3 Reviews
Language:  English



  • Strategic Marketing 10th edition, by David Cravens & Nigel Piercy
  1. So what is marketing?
    1. The Three levels of Marketing
    3. The Theoretical basis of competition
    4. Alternative Frameworks: Evolutionary Change and Hypercompetition
    5. The Marketing Concept
  2. What can be marketed?
    1. Core Benefit Product
    2. Basic product
    3. Augmented product
    4. Perceived product
    5. A note on branding
    6. Summary of the Chapter
  3. Marketing’s role in the business
    1. Cross-functional issues
    2. Strategic issues
    3. Forecasting market and sales
    4. Implementation, Analysis, Control & Evaluation
    5. Objectives setting
  4. Segmentation, Targeting & Positioning
    1. Segmentation
    2. Targeting
    3. What is positioning?
    4. Positioning and Perception
    5. Perceptual Mapping
    6. Strategies for Product Positioning
    7. Product Re-positioning
    8. Corporate Positioning
    9. Chapter Summary
  5. Branding
    1. Why do we brand products?
    2. Chapter summary
  6. The Marketing Mix
    1. Price
    2. Place
    3. Product
    4. Promotion
    5. Physical Evidence
    6. People
    7. Process
  7. Product Management
    1. The Marketing Communications Mix
    2. The Marketing Communication Process
    3. Marketing Related Messages
    4. The development of Marcoms
    5. Chapter Summary
  9. Expanding marketing’s traditional boundaries
Excellent, clear and detailed information. Smart analysis of marketing.
Leuk boek voor beginnende marketeers.
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About the Author

Andrew Whalley

Marketing Strategist, Consultant, Educator and Author.


He is currently a Teaching focussed Marketing Lecturer at Royal Holloway University of London, where he concentrates on topics in Strategic and Digital Marketing and as a pedagogic specialist mentors less experienced colleagues.

Prior to lecturing, Andrew was an officer in the British Army, after which he gained commercial experience as a consultant, director, interim manager and executive director, in a range of International commercial organisations, the largest as a board director of a multi-million pound international business. Including being responsible for the graduate training which is where he developed his passion for teaching.

Andrew’s passion extends to his own education; he holds six degrees, three masters and a DBA, alongside numerous professional and executive education qualifications. He is the author of fifteen academic and management publications.

Andrew works regularly with businesses in the development of their marketing strategy both in the UK and Internationally.