Doug West 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 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 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 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).

A clear and user-friendly text addressing the needs of the modern marketing decision-maker.

• 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

Doug West 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 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 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 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).

A clear and user-friendly text addressing the needs of the modern marketing decision-maker.

• 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

Doug West 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 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 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 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).

A clear and user-friendly text addressing the needs of the modern marketing decision-maker.

• 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