Marketing Strategy

In marketing, globally, new challenges are emerging which strategic marketers must face. Researchers are driven to understand and explain the marketing strategy landscape, and to develop tools and instruments that can help marketers shape, implement, and control marketing strategies. This concentration on marketing strategy issues by marketing academics, and the resulting escalation in articles published, means that interested readers approaching the literature are faced with a monumental task. The sheer scale of the literature is the problem: it is too diverse, too fragmented, too vast.

Marketing Strategy sets about correcting this problem. First, the volumes impose an order on the burgeoning marketing strategy literature. In doing so, core thematic topics, and new and emerging areas of interest are represented, and the resulting structure of the major work reflects the new emerging marketing strategy landscape. Second, the volumes contain articles that provide a balanced perspective on the topics covered and allow readers to see how the various aspects of marketing strategy are all interconnected.

Volume 1: Marketing Strategy's Conceptual Foundations: Market Orientation, the Cornerstone of Strategic Marketing Thought
Volume 2: Marketing Strategy Processes and Tools
Volume 3: Marketing-Mix Strategies – Product Strategy and Promotion Strategy
Volume 4: Marketing-Mix Strategies – Distribution Strategy and Pricing Strategy
Volume 5: Marketing Strategy Organization, Implementation and Control
Volume 6: Evolving and Emerging Issues in Marketing Strategy

This reference collection presents an up-to date picture of marketing strategy, one that reflects the historical origins and evolution of marketing strategy thought, and current and emerging themes within the marketing strategy literature.