Strategic Marketing Management: Principles and Practice

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.