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Strategic Marketing Creating Competitive Advantage by Douglas West John Ford Essam Ibrahim 019968409x PDF

The document summarizes the third edition of the textbook "Strategic Marketing: Creating Competitive Advantage" by Douglas West, John Ford, and Essam Ibrahim. The textbook examines how companies create and sustain competitive advantage through strategic marketing utilizing the "WWHD" framework of assessing where the company currently is, where it wants to be, how it will get there, and whether it achieved its goals. The accompanying online resources for the textbook include additional case studies, teaching materials, and links to video content on strategic issues.

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2K views5 pages

Strategic Marketing Creating Competitive Advantage by Douglas West John Ford Essam Ibrahim 019968409x PDF

The document summarizes the third edition of the textbook "Strategic Marketing: Creating Competitive Advantage" by Douglas West, John Ford, and Essam Ibrahim. The textbook examines how companies create and sustain competitive advantage through strategic marketing utilizing the "WWHD" framework of assessing where the company currently is, where it wants to be, how it will get there, and whether it achieved its goals. The accompanying online resources for the textbook include additional case studies, teaching materials, and links to video content on strategic issues.

Uploaded by

Ronald Mastermind
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Strategic Marketing: Creating Competitive

Advantage
Douglas West, John Ford, Essam Ibrahim

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Strategic Marketing: Creating Competitive Advantage
Douglas West, John Ford, Essam Ibrahim

Strategic Marketing: Creating Competitive Advantage Douglas West, John Ford, Essam Ibrahim
The third edition of Strategic Marketing examines the ways in which companies create and sustain their
competitive advantage. Utilizing a robust marketing strategy framework, it covers each of the central
questions in the popular "WWHD" model: Where are you now? Where do you want to be? How will you get
there? Did you get there? This framework provides students with the tools and techniques to assess the role
of marketing strategy in an organization, and to evaluate its impact and contribution. This text is
accompanied by an Online Resource Centre which provides: For students: Chapter summaries Internet
exercises Key themes and further reading Web links For lecturers: Additional case studies Guide to
additional case studies Answers to case questions Case analyses and teaching notes PowerPoint slides Test
bank Links to video clips on strategic issues

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