Preface

Our basic approach to this book, and our ambitions for the book, have not

changed in the years that have passed since the first edition was published.

What we said in the Preface to the first edition we would largely repeat

today. However, we have taken the opportunity provided by this second

edition, not only to update the material in line with current developments

in the field, but also to augment the subject coverage to a certain extent. In

particular, we have added a new chapter on international marketing

strategy, and we have largely rewritten the chapter on services marketing

strategy to provide a clearer focus on the key strategic marketing issues

found in service industries. While several of the case studies have been

retained from the first edition, we have brought in four brand new cases

(Coca-Cola, the 2012 Olympic Games, Abbey mortgages, and a new BT case

study) and have rewritten another three to reflect recent changes in the

respective industries (UPS, BriCol and Golden Arch Hotels). In the Readings

section of the book, we have retained four from our original five, but we are

now using a 2005 article by Terrence Witkowski which we hope will stimulate

students of strategic marketing to think in depth about the challenges

of globalisation.

It has been fascinating to hear feedback from students and lecturers who

have used the first edition of our book. In particular, we are gratified to have

had so many comments from students of marketing about the readability of

the material. Our aim was to write a book that marketing students would

find interesting, engaging and comprehensible. We hope you will think we

have succeeded.