Suitable for both undergraduate and postgraduate marketing students, Strategic Marketing examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking. It demonstrates how companies create competitive advantage through the use of strategic marketing. The book combines theory and practice within a unique conceptual framework. The text poses and answers questions relating to: Where Are We Now? Where Do We Want To Be? How Will We Get There? Did We Get There? Using established frameworks and concepts, the book reviews recent thinking in marketing strategy and reviews a number of marketing tools and techniques.