Marketing Strategy

Goes beyond introducing students to marketing strategy concepts and theories by asserting that through developing their critical thinking and questioning skills they can develop more effective marketing strategies. Marketing Strategy: The Thinking Involved is an innovative text that promotes the idea that effective marketing thinking leads to successful marketing strategy. The book′s theories go beyond simply introducing the reader to concepts in the field by providing tools and methods to develop marketing thinking and questioning skills that will help with application of real-life marketing strategies. As the chapters progress, the thinking/questioning develops toward higher levels and more specialized inquiry, helping readers acquire the skills needed in the practice of marketing. The book′s timely focus on developing thinking agility leading to strategic agility provides the necessary skills for navigating businesses in today′s dynamic markets. The book contains a wealth of pedagogy to support this active learning approach.