Strategic Marketing Management: Principles and Practice
暫譯: 策略行銷管理：原則與實務

Mogaji, Emmanuel

Strategic Marketing Management: Principles and Practice
  • 出版商: Palgrave MacMillan
  • 出版日期: 2025-11-06
  • 售價: $6,820
  • 貴賓價: 9.5 折 $6,479
  • 語言: 英文
  • 頁數: 439
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3031993667
  • ISBN-13: 9783031993664
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

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商品描述

This practical textbook equips leaders and managers with the tools and insights they need to apply strategic marketing principles directly to their roles, driving business success and sustainable growth.

Designed specifically for managers, MBA students, and senior executives across various industries--including healthcare, finance, engineering, and B2B--the book presents theory, actionable strategies and reflective exercises tailored to the challenges faced by professionals in non-marketing roles.

Chapters delve into essential marketing concepts, such as market and customer insights, implementation of effective strategies, global marketing, brand management, and the impact of digital transformation. Real-world examples from leading companies like AstraZeneca, Bentley, and the NHS illustrate how strategic marketing principles can drive long-term growth, while reflective questions throughout the book encourage readers to apply these lessons to their own organizational challenges. Readers will learn how to:

  • Make informed, data-driven decisions that align with business goals
  • Develop and implement marketing strategies that are adaptable and future-focused
  • Lead cross-functional teams to foster a customer-centric culture
  • Leverage emerging technologies and global trends to maintain a competitive edge.

A valuable resource for students and leaders, this book will help you build the strategic marketing expertise needed to drive success in a rapidly changing landscape.

商品描述(中文翻譯)

這本實用的教科書為領導者和管理者提供了所需的工具和見解，使他們能夠將戰略行銷原則直接應用於其角色，推動業務成功和可持續增長。

本書專為各行各業的管理者、MBA學生和高級主管設計，包括醫療保健、金融、工程和B2B等領域，提供理論、可行的策略和反思練習，針對非行銷角色專業人士所面臨的挑戰。

各章節深入探討基本的行銷概念，如市場和客戶見解、有效策略的實施、全球行銷、品牌管理以及數位轉型的影響。來自阿斯利康（AstraZeneca）、賓利（Bentley）和英國國民健康服務（NHS）等領先公司的實際案例，說明了戰略行銷原則如何推動長期增長，而書中的反思問題則鼓勵讀者將這些課程應用於自身的組織挑戰。讀者將學會如何：

- 做出符合業務目標的明智、數據驅動的決策
- 開發和實施可調整且面向未來的行銷策略
- 領導跨功能團隊以培養以客戶為中心的文化
- 利用新興技術和全球趨勢來保持競爭優勢。

這本書是學生和領導者的寶貴資源，將幫助您建立在快速變化的環境中推動成功所需的戰略行銷專業知識。

作者簡介

Emmanuel Mogaji is an Associate Professor of Marketing at Keele Business School, Keele University, UK, specializing in strategic marketing, digital transformation, and brand management. With a robust blend of academic insight and practical industry experience, he has published extensively in leading journals such as 'Industrial Marketing Management', 'European Journal of Marketing', and 'Journal of Services Marketing'. Dr. Mogaji's work focuses on applying marketing strategies across various sectors, including transportation, financial services, and education, making him uniquely positioned to address the needs of senior leaders. He is also a Fellow of the UK Higher Education Academy and a Certified Business and Management Educator, having mentored MBA students and executives for over a decade. His teaching and research blend cutting-edge marketing theory with actionable strategies, making him an authoritative voice in the field of strategic marketing. He is also author of 'Brand Management: An Introduction through Storytelling' (Palgrave Macmillan, 2021).

作者簡介(中文翻譯)

艾曼紐·莫加吉是英國基爾大學基爾商學院的行銷副教授，專注於策略行銷、數位轉型和品牌管理。憑藉豐富的學術見解和實務經驗，他在《工業行銷管理》、《歐洲行銷期刊》和《服務行銷期刊》等領先期刊上發表了大量文章。莫加吉博士的研究重點是將行銷策略應用於各個領域，包括交通、金融服務和教育，使他能夠獨特地滿足高層領導者的需求。他還是英國高等教育學院的院士及認證商業與管理教育者，並在過去十多年中指導MBA學生和高管。他的教學和研究將前沿的行銷理論與可行的策略相結合，使他成為策略行銷領域的權威聲音。他也是《品牌管理：透過故事講述的入門》（Palgrave Macmillan, 2021）的作者。

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