About the book

Strategic Marketing Management: A process based approach integrates Marketing with other aspects of Management such as strategy, organisational theory, strategic financial management and management accounting, HRM, information systems, corporate image and communications, operations management and logistics. It provides students with an overview of how marketing fits into the overall management picture. Strategic Marketing Management: a process-based approach draws heavily on Business Process Re-engineering (BPR), a term which, in the past ten years, has caught the imagination of the business and commercial world.

Features

• Integrated coverage of strategic, financial, operational, and information systems management and how these different areas relate to marketing as a discipline
• Carefully selected learning features including, review questions, case vignettes and chapter summaries
• A critical look at Business Process Re-engineering (BPR) and its effect on modern commercial practices
• Up-to-date coverage of the most recent developments in marketing including a strategic study of future trends in marketing management
• A highly regarded author team drawing on multi-disciplinary specialists from Marketing and other business disciplines
• Numerous real world mini-cases illustrating key Marketing Strategy concepts