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Marketing strategy : implementing and measuring a successful marketing strategy / Jenna Tiffany.

By: Material type: TextPublisher: London : KoganPage, 2026Edition: Second editionDescription: 1 online resource (xiii, 343 pages) : illustrations (black and white)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781398621732 (ebook) :
Subject(s): Additional physical formats: Print version :: No titleDDC classification:
  • 658.8'02 23
LOC classification:
  • HF5415 .T5564 2026
Online resources: This new edition of 'Marketing Strategy' covers essential topics, from why strategy is important and how to create it, to how to implement it and measure its success. It features new content on the advancement of Generative AI and how to use it, and fresh and updated real-world examples perspectives from international brands such as Disney. The book explores key models and frameworks that can be used to analyse the marketing environment, and offers information on segmentation, targeting and positioning. Chapters are supported by short tasks and templates to complete throughout, to cement the reader's understanding of the concepts discussed. Put together, these tasks create an easy to follow, step-by-step plan for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business.
List(s) this item appears in: ODL
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Previous edition: 2021.

Includes bibliographical references and index.

This new edition of 'Marketing Strategy' covers essential topics, from why strategy is important and how to create it, to how to implement it and measure its success. It features new content on the advancement of Generative AI and how to use it, and fresh and updated real-world examples perspectives from international brands such as Disney. The book explores key models and frameworks that can be used to analyse the marketing environment, and offers information on segmentation, targeting and positioning. Chapters are supported by short tasks and templates to complete throughout, to cement the reader's understanding of the concepts discussed. Put together, these tasks create an easy to follow, step-by-step plan for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business.

Specialized.

Description based on print version record.

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