STRATEGIC MARKETING DECISIONS IN GLOBAL MARKETS DOOLEI., LOWE R. Księgarnia

This groundbreaking text analyses the decisions within the overall planning process of strategy development in a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made within the global marketing environment.

Strategic Marketing Decisions in Global Markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures on both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.

Key features After reading the book readers should be well equipped to:

Analyse and evaluate an organisation's competitive market position in relation to investment decisions made concerning the organisation's marketing based assets.

Identify the changing bases of a company's competitive advantage and understand how companies might leverage competitive advantage across geographically diverse markets

Critically evaluate the implications of strategic marketing decisions in relation to shareholder value

Evaluate the role of brands, innovation, integrated marketing communications, alliances, the value chain, customer relationships and services in contributing added value to the customer

Demonstrate the ability to develop innovative and creative solutions to enhance an organisation's global competitive position

Assess how product, market, brand and customer life cycles might be managed strategically across a variety of markets

Demonstrate the ability to reorient the formulation and control of cost effective competitive strategies, appropriate for the objectives and context of an organisation operating in a dynamic global environment

The textbook has a rich pedagogical offering including:

throughout the text, which reinforce key issues and explore situations from alternative viewpoints. focus on managerial decisions made at critical times within the marketing processes at the end of each chapter show a more comprehensive analysis on the key decision areas at the end of each part which integrate the chapters within the part as well as providing a framework for taking marketing decisions

Strategic Marketing Decisions in Global Markets is the key recommended core text for the Professional Postgraduate Diploma of the Chartered Institute of Marketing's syllabus. It is essential reading for senior undergraduate and postgraduate students of marketing. It also has a fully supported accompanying website that can be found at which enables students and lecturers to explore the subject further.

Isobel Doole and Robin Lowe are Principal Lecturers in Marketing at Sheffield Hallam University. They are also the authors of International Marketing Strategy, published by Thomson Learning in 2004. Both authors have considerable experience at a senior level working across a number of industries with international and UK companies. Isobel Doole is the Subject Leader for Marketing at Sheffield Hallam University and is the senior examiner for the Chartered Institute of Marketing's new syllabus on Strategic Marketing Decisions. Robin Lowe is the Business Development Manager for the Enterprise^Centre at Sheffield Hallam University and is also an examiner for the Chartered Institute of Marketing.

328 pages

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