Marketing strategy and management/

Includes bibliographical references and index.

"Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships and monitoring/reporting; and the crucial role organizational leadership plays in achieving all of the above. Throughout the text, the author draws on a global perspective that is also sustainability-focused and consumer-centric by making the customer the focal point for any successful organization. Chapters open by introducing a real-world business executive and a difficult marketing challenge they've had to navigate. Insight boxes as well as up-to-date and engaging examples are provided throughout the chapters to bring important strategic concepts to life. Examples include: The Fiji 7s Rugby team, Starbucks, KFC, Domino's Pizza, K-pop, Coca-cola, and Airbnb. For more in-depth application of and practice with strategic decision-making, this book includes 14 in-depth case studies. Organizations include: the Panama Canal, the City of Venice, the Sydney Opera House, and Pez Candies. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter fosters responsible, diverse, and ethically-minded thought and action by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph's University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland".