This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:
Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.
About the Authors, Dedication, Preface, Chapter 1 Strategic Marketing , Case: Xfinity from Comcast: The Quest for Better Customer Service, Case: Spirit Airlines, Chapter 2 Strategic Segmentation , Case: Burger King Identity Crisis: Who Is It Now? Case: Florida Blue: The Blues of the Affordable Care Act, Chapter 3 Competitive Analysis and Positioning , Case: McDonalds All Day Breakfasts, Case: Fedex: How to beat the Competition, Chapter 4 Strategies for Growth , Case: Twitter, Case: CrossFit SOFLA: Growing Pains, Chapter 5 Corporate Branding and Internal Brand Management , Case: Cadillac: The Battle to Recapture the Luxury Car Market, Case: UBER technologies INC.: Managing the Repercussions of #DeleteUber, Case: World Fuel Services: Leading Internal Marketing, Case: Weatherby Healthcare: Increasing Turnover and Declining Engagement, Chapter 6 Corporate Reputation Management , Case: Lennar Corporation, Case: Chipotle: The Cost of Fresh Fast Food, Index
Russell Abratt is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of Advertising Research , California Management Review , Industrial Marketing Management , Journal of Business Ethics , and European Journal of Marketing , among others.
Michael Bendixen is a Professor of Marketing in the Huizenga College of Business at Nova Southeastern University. His research has been published in the Journal of International Business Studies , Journal of Business Ethics , Industrial Marketing Management , Journal of Business Research , and European Journal of Marketing , among others.