Strategic Marketing

The book provides a comprehensive overview of strategic management and marketing tools and techniques in response to current global challenges and trends driven by globalisation, pandemics, the political-economic situation and other causes. In this new edition, the authors devote more attention to development and react to the changes taking place all around us – the influence of new technologies and the related Industry 4.0 and artificial intelligence. In response to these changes, marketing is also transforming, and digital marketing and customer departments are coming to the forefront.
The text covers all topics of strategic marketing in a logical sequence: from explaining the essence of strategic corporate management, through the individual stages of the strategic management process, to the connection between strategic management and strategic marketing. The authors draw on their practical experience from many years of teaching and professional practice.
This publication is intended for business owners, managers, marketing professionals, university and MBA students, and anyone who wants to learn more about strategic marketing.