Contemporary Issues in Strategic Marketing

Abstract

"Contemporary Issues in Strategic Marketing, edited by Prof. Dr. Ahmet Sekerkaya of Istanbul University, School of Business, Marketing & Marketing Research Department is an interesting and useful attempt to examine a host of strategic marketing issues in a holistic way. Different components of strategic marketing are explored conceptually as well analytically. As well, how different strategic marketing issues collectively impact the development and implementation of effective marketing strategies in today’s market place. As such, the book explores the impact of contemporary marketing issues on companies’ operational decisions. To this end, the book, first of all, examines brand management strategies and challenges. Company brands signify their corporate and product/brand identity. Through branding strategies, companies try to differentiate their offerings, and position not only themselves but their products/brands in the minds of their customers."