Marketing Strategy Masterclass: Implementing Market Strategies

Preparing for Marketing Strategy: This section discusses internal business drivers, the external environment, business strategy, and marketing objectives.

Developing Marketing Strategy: Here, Fifield outlines the steps involved in creating an effective marketing strategy, focusing on customer analysis, segmentation, targeting, positioning, and branding.

Coordinating Marketing Strategy: This part emphasizes the importance of aligning various marketing efforts for cohesive execution.

Implementing Marketing Strategy: The final section addresses how to effectively execute the strategies developed, ensuring that they translate into actionable plans.

The book is enriched with insights from historical figures, making it not just a practical manual but also a source of inspiration for marketers.

About the Author

Paul Fifield has been a prominent figure in strategic marketing education since 1980. His extensive experience includes working with major UK companies across various sectors, including aviation, banking, and telecommunications. He also serves as a Visiting Professor of Marketing at the University of Southampton and the Collège des Ingénieurs in Paris, further establishing his credibility in the field