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Advanced Introduction to Marketing Strategy

Hardback

Advanced Introduction to Marketing Strategy

9781800377882 Edward Elgar Publishing
George S. Day, Emeritus Professor of Marketing, The Wharton School, University of Pennsylvania, US
Publication Date: June 2022 ISBN: 978 1 80037 788 2 Extent: c 144 pp
This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence.

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Critical Acclaim
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Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.

This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence.

Key Features:

• Provision of customer, consumer, and competitor perspectives to help innovate new customer value and grow faster than the market
• Advances in the outside-in approach to marketing strategy formulation, applying developments from supportive organizational cultures, dynamic capabilities, market orientation, and design thinking
• Deep insights into the evolution and progress of marketing over the past 50 years, to help marketers better anticipate and prepare for new organizational realities, emerging digital technologies, and proliferating market uncertainties

The forward-looking marketing approaches explored in this Advanced Introduction ensure that the book will be an essential resource for students in MBA, EMBA, and Executive Education programs. Its innovative perspectives on strategy formulation and implementation will also benefit academics and practitioners in the fields of marketing, management, strategy development, and innovation.
Critical Acclaim
‘This is an important book. What distinguishes marketing from other activities of an organization is the centrality of customers and the environment in which they are embedded to effective management decision making. This is the first book on making strategy that starts with that core principle and proceeds to demonstrate how it should affect the creation, maintenance and capture of customer value. As such it is essential reading for both managers and academics. The sections on pathways and enablers are particularly useful to managers who wish to turn insight into action.’
– John Roberts, University of New South Wales, Australia

‘In Advanced Introduction to Marketing Strategy, Dr. George Day provides an excellent overview of the outside-in approach to strategy formulation. The book provides valuable insights on timeless issues such as achieving and sustaining customer value leadership, as well as timely issues such as preparing marketing for managing greater turbulence. The conceptual frameworks presented in the various chapters of the book and the insightful discussions relating to them would be valuable to decision-makers in organizations for effectively navigating and competing in a turbulent business environment.’
– Rajan Varadarajan, Texas A&M University, US

‘Day has done a phenomenal job of guiding firms to achieve and sustain superior customer value, especially in a turbulent world where new age technologies such as artificial intelligence, blockchain, robotics and drones are expected to cause market disruptions. This book discusses elegantly the path to take using an outside-in strategy especially when facing a volatile, uncertain, complex, and ambiguous environment. A must-read classic by the world’s most renowned strategy legend for all the strategy scholars and the C-suite executives worldwide!’
– V Kumar, St. John's University, US

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