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Strategic Marketing

Strategic Marketing

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Published: 3 years ago

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Strategic Marketing is aimed as an introduction to Strategic Marketing Management for students on Marketing and Business strategy courses. It covers the origins of modern marketing, relates contemporary and classic theory to Marketing in both academic and practical terms, providing a solid foundation for the understanding of Marketing. A valuable resource to the student and marketing practioneer alike, this book is a discerning choice for those seeking a deeper knowledge of Marketing’s theory and its place within a modern, effectively and efficiently run business.


Andrew Whalley

Andrew is the module coordinator for the MN2061 Marketing Management and MN3035 Marketing Research undergraduate modules, and a dissertation supervisor on postgraduate programmes at Royal Holloway. His free book written for marketing management students can be downloaded from here: Strategic Marketing. Andrew joined RHUL in July 2008 after a year as a visiting lecturer. Prior to this Andrew taught at a number of universities, commercial training business and private universities in the UK, covering a number of marketing and business strategy topics. Before moving into higher education, Andrew ran a successful consultancy and then an interim management practice, after several director level commercial roles in marketing and sales. Andrew helped found the Institute of Interim Management, and is a Fellow of the CIM, MRS, IIM & ISMM, as well as a Freeman of the City of London and a Liveryman in the Worshipful Company of Marketors. Andrew has also served as an advisor to the UK Sales & Marketing Standards body. Andrew is also an ex-international American football coach, a qualified sports therapist and sports scientist, as well as a qualified coach in several sports.

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