Strategic Marketing

The book deals comprehensively with the issues of strategic marketing, the creation of marketing strategies, their implementation and control. It is intended for marketing practitioners, managers, entrepreneurs and university students. It clearly explains the different stages of the strategic management process, i.e. a situational analysis including a prediction of future developments, planning, implementation and control, both at the company-wide level, as well as in the area of marketing management. A large part of the book is devoted to specific strategies within the company's product, distribution, pricing and communication policies.

The new edition focuses more on the role of strategic management and the position of strategic marketing, elaborates on the analytical phase of strategic management and, in particular, presents more marketing strategies, their description and some systematization. Completely new book is devoted to the implementation of marketing strategies, possibilities of marketing organization in the company and marketing control.

The easy-to-understand explanation is supplemented by examples from the practice of real companies.