Business, Management and Accounting
8 years ago

Unlocking Competitive Advantage: Strategic Marketing for Success in Southern Africa

Oxford University Press eBooks
Strategic marketing : theory and applications for competitive advantage
Peet Venter, Mari Jansen van Rensburg

Paper Summary

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The article discusses strategic marketing and its applications for gaining a competitive edge. It covers topics like analyzing market opportunities, developing marketing strategies, and implementing them effectively. The researchers delve into identifying attractive market segments, using marketing strategies throughout a product's life cycle, and the importance of branding and positioning. They also touch on creating a marketing plan, executing strategies, measuring marketing success, and addressing current issues in the field.