Marketing Strategy & Management is a textbook by Diane M. Phillips that provides a thorough and structured introduction to marketing strategy. It focuses on concepts, processes, and models that are essential for marketing strategy and management.
The content covers topics such as marketing planning, market research, decision-making processes, the marketing mix, customer relationship management, and leadership within strategic management. The book combines a global perspective with a focus on sustainability and customer orientation.
The text includes various practice examples of well-known brands such as Airbnb, Coca-Cola, and Starbucks, supplemented with 14 case studies with extensive accompanying teaching notes and answered questions. This enables the book to support strategic decision-making in diverse organizations.
Written in clear and accessible Dutch, the book encourages critical thinking and ethically responsible choices through summaries and questions, linking relevant Sustainable Development Goals to the content.
This textbook is suitable for both bachelor’s and master’s programs that focus on marketing strategy, strategic marketing policy, and marketing management.
Diane M. Phillips is Professor of Marketing at Saint Joseph's University (USA) and Visiting Professor at the Institute for Retail Management, University of St. Gallen (Switzerland).