Why this Course

The best of the LEADING BUSINESS SCHOOL and other executive education programs offer capstone or other elective courses in marketing whose strategic perspective challenges students to pull it all together and integrate what they have learned in earlier courses including those in marketing and other disciplines in making strategic marketing decisions. Whether called Marketing Strategy. Strategic Market Planning, Strategic Brand Management, Marketing in the New Economy, or something else, such courses typically ask students to apply what they learn to decision making in cases that bring alive real marketing situations. Many also ask students to complete a term-long project of some Kind, such as the development of a marketing plan for a new or existing product or a new venture. We have written this text to serve exactly these kinds of capstone3 and advanced elective courses.

Why this Book

Why did your instructor choose this book” Chances are it was for one or more of the following reasons:

Among your instructor’s objectives is to give you the necessary tools and frameworks to enable you to be an effective contributor to marketing decision making, whether as an entrepreneur or in an established firm. This book’s focus on decision making sets it apart from other texts that place greater emphasis on description of marketing phenomena than on the strategic and tactical marketing decisions that marketing managers and entrepreneurs must make each and every day.

You instructor prefers a tightly written text whose strategic perspectives serve as a concise foundation around which a broader set of materials, such as case studies or supplementary treading that fit the specific theme of the course, are  assembled. This, this text assumes student familiarity with and thus does not repeat the basics of buyer behavior, the four Ps, and other marketing fundamentals typically covered in earlier courses.

Your instructor wants to use the most current and most Web-Savvy book available. We integrate the latest new economy developments into each chapter, and we devote an entire chapter 12- to the development of marketing strategies for the new economy. In addition, we supplement the book with an interactive website to help you learn and to help your instructor choose the best case and other materials and in class activities. Our goal and probably that of your instructor, as well is to make both the latest Web based tools as well as time-tested marketing principles relevant to those of you who will work in either old or new economy companies.