Advanced Introduction to Marketing Strategy

Elgar Advanced Introductions series

George S. Day, Geoffrey T. Boisi Emeritus Professor of Marketing, The Wharton School, University of Pennsylvania, US

这本书有远见的礼物a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George S. Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence.

‘A well-aligned corporate marketing strategy is a core component of creating and sustaining strong customer value and superior competitive advantage. Although the business marketplace is complex, this valuable marketing resource gives readers conceptual frameworks to guide them in rejuvenating their marketing strategies from the “outside-in.” Day (emer., Univ. of Pennsylvania) explains why certain firms are able to thrive and adapt while others flounder. He advocates using data to innovate and drive marketing efforts. The design of marketing strategies should be a dynamic and reiterative process. A key lesson Day provides is that corporations that make marketing a key priority are more resilient when facing unforeseen events, such as pandemics, and continually changing technologies. The book includes chapter summaries and integrated diagrams to aid readers. Particularly helpful to students are the appendix explaining marketing leadership roles and an entire chapter focused on collaborating with C-suite leaders. This advanced introduction offers deep insights about the importance of marketing leaders and strategies to achieving success and is an essential read for MBA students and business professionals.’
– C.E. Geck, independent scholar, Choice

从营销策略一直滑了the past several years, if not decades. Professor Day has successfully brought marketing strategy back to life. A firm that has a strategy without fully embracing how it will serve its customers by offering and sustaining superior customer value will be short lived. This book is a must read to understand the stepping stones for bringing marketing to the core of a business.’
– David J. Reibstein, University of Pennsylvania, US

‘This is an important book. What distinguishes marketing from other activities of an organization is the centrality of customers and the environment in which they are embedded to effective management decision making. This is the first book on making strategy that starts with that core principle and proceeds to demonstrate how it should affect the creation, maintenance and capture of customer value. As such it is essential reading for both managers and academics. The sections on pathways and enablers are particularly useful to managers who wish to turn insight into action.’
– John Roberts, University of New South Wales, Australia

‘In Advanced Introduction to Marketing Strategy, Dr. George Day provides an excellent overview of the outside-in approach to strategy formulation. The book provides valuable insights on timeless issues such as achieving and sustaining customer value leadership, as well as timely issues such as preparing marketing for managing greater turbulence. The conceptual frameworks presented in the various chapters of the book and the insightful discussions relating to them would be valuable to decision makers in organizations for effectively navigating and competing in a turbulent business environment.’
– Rajan Varadarajan, Texas A&M University, US

‘Day has done a phenomenal job of guiding firms to achieve and sustain superior customer value, especially in a turbulent world where new age technologies such as artificial intelligence, blockchain, robotics and drones are expected to cause market disruptions. This book discusses elegantly the path to take using an outside-in strategy, especially when facing a volatile, uncertain, complex, and ambiguous environment. A must-read classic by the world’s most renowned strategy legend for all the strategy scholars and the C-suite executives worldwide!’
– V Kumar, St. John’s University, US