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Focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. This title presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism.

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.

PurposeThis article aims to examine the extent to which Western World "textbook" strategic marketing is being practised within Chinese manufacturing companies as well as its contribution to competitive success.Design/methodology/approachData were collected by means of a web‐based survey. A total of 89 usable questionnaires were received from Chinese manufacturing firms employing at least 50 people. Data analysis was conducted using SPSS.FindingsThe results confirm that, on the whole, the basic strategic marketing practices which are typically advocated in the mainstream Western academic and prescriptive literature are being widely practised within Chinese manufacturing companies. The results also show the higher performing firms are clearly differentiated from their lower performing counterparts by doing more and better marketing.Research limitations/implicationsBecause of the relatively low response rate, one limitation is the extent to which the sample is representative of the population under scrutiny. Also, in spite of the questionnaire being back translated, some misunderstanding of the questions cannot be ruled out. Originality/value – The paper confirms that Western strategic marketing practices are clearly associated with the higher performing Chinese manufacturing companies.

This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context. In addition, the book focuses on creating, communicating, and delivering customer value to emerging market consumers through diverse marketing strategies, processes, and programs in the context of emerging markets' dynamics, consumer diversity, and competitors. Bringing together contributors from industry and academia to explore key marketing issues prevalent in India and other emerging economies, the book offers a unique and insightful read for a global audience. "This book, edited by Dr. Atanu Adhikari, offers important analytical and managerial insights into consumer behavior, firm strategy, market dynamics and marketing instruments (price, promotion, distribution and product). While marketing and management disciplines have developed useful empirical generalizations, the context is critical. This book does exactly that -- place the generalized results in the context of emerging markets and India. Accordingly, this is a valuable resource for scholars and practitioners."--Dr. Gurumurthy Kalyanaram, Professor, City University of New York, USA and Tata Institute of Social Sciences, Mumbai, India; US Editor, International Journal of Learning and Change; and President, MIT South Asian Alumni Association "This book is a must-read for anyone interested in marketing to less-developed countries. While the focus of the chapters is on India, the lessons learned can be generally applied. The 34 chapters represent comprehensive coverage of nearly every topic related to marketing with many examples. Any manager interested in doing business in emerging markets, Professors who want a better knowledge of these markets, or students who want an excellent reference should acquire this book."--Dr. Russell S. Winer, William Joyce Professor of Marketing, Stern School of Business, New York University, USA

"This book provides relevant theoretical frameworks and the latest empirical research findings relating to consumer confidence, marketing strategies, and the influence of trust during a time of economic crisis"--