This pack contains both the textbook and casebook. Marketing Strategy: A Life-Cycle Approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market with a focus on themes of sustainability and ethics. The concepts and principles of strategic marketing are introduced from a product and business life-cycle perspective. Within that framework, the book explains the nature of strategic thinking, covers the theory and practical application of analytics, explores the considerations, constraints and possible strategic marketing choices available at each stage of the product life-cycle and outlines how to monitor and modify the performance of strategies. With a matching structure and topical emphasis, the accompanying Marketing Strategy Casebook is a collection of contemporary case studies designed to develop students' capacity to analyse challenging situations and to implement strategies to overcome them. The case studies are based on real-world scenarios and are drawn from diverse regions, industries and technologies.

Table of Contents

Part I. Fundamentals of Strategy, a Starting Point: 1. What is strategy; 2. Corporate and business strategies: a market oriented perspective; Part II. Wearing the Hat of the Strategic Analyst: 3. Where does our future lie?; 4. Who will we share our future with?; 5. The customers we serve; 6. Taking stock of what we have; 7. Decision making - how do we change?; Part III. Wearing the Hat of the Strategic Planner: 8. Introducing a product and creating a market; 9. Growing markets; 10. Mature markets; 11. Markets in decline; Part IV. Articulating, Implementing and Monitoring your Strategy: 12. A system to deliver and measure performance in a market. Introduction Mark Edwards and Alvin Lee; Part I. The Fundamentals of Strategy: 1. Corporate social responsibility, stakeholder theory and climate change: is green the new black for ExxonMobil? Catherine Archer; 2. The true character of Jacob's Creek Peter Ling; 3. Child brand ambassadors - merely a child's play for business? Shamsul Kamariah Abdullah; Part II. The Strategic Analyst: 4. Marketing Spanish wine and wine tourism: an unfulfilled potential? Abel Duarte Alonso and Martin O'Neill; 5. Corporate social responsibility (CSR) and professional sports Abel Duarte Alonso and Michelle O'Shea; 6. To toy or not to toy? Claire Lambert and Stephen Fanning; 7. The art of online marketing: linking remote Aboriginal artists with global markets Tim Acker; 8. ThurayaDSL: a product failed in maritime market Imtiaz Sharik Hossain and M. Yunus Ali; 9. Raiders of the lost niche Lara Stocchi; Part III. The Strategic Planner: 10. The ugly truth: customers are not always (exclusively) loyal Lara Stocchi and Arry Tanusondjaja; 11. Air Asia: fulfilling a childhood dream Peter Ling; 12. Marketing in unstable times: new Aboriginal art and enterprise Tim Acker; 13. Daffodil Day: ANZ national bank - cancer society of NZ Nitha Palakshappa and Gabriel Eweje; 14. Why did HP's Touchpad fail in the consumer market, and Amazon's Kindle Fire succeed? Ralf Wilden; 15. New product glitters but no glory for Thuraya in high-tech MSS market Imtiaz Sharik Hossain and M. Yunus Ali; Part IV. Implementing and Monitoring Strategy: 16. Do you have a 'green thumb' when it comes to growing your brand? Lara Stocchi; 17. Marketing for transformational futures: the case of Marshalls PLC Mark Edwards, Chris Harrop and Alvin Lee.