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From the publisher:

The textbook is designed to help students of economic specialities to increase their awareness of the essence and methodology of strategic marketing. It is also a practical tool for managers and specialists of enterprises in making strategic marketing decisions. The Strategic Marketing textbook consists of three parts and ten chapters. The first part, Methodological Foundations of Strategic Marketing, defines the essence, role and objectives of strategic marketing; explains the methodology for developing segmentation and target market selection strategies; and identifies approaches to developing marketing strategies for differentiation and positioning. In the second part "Portfolio and competitive marketing strategies of the enterprise" the methodological tools of strategic marketing are elaborated; approaches to the development of competitive marketing strategies of the enterprise are clarified. The third part, "Supporting Enterprise Marketing Strategies and Mechanisms for Their Implementation", describes modern approaches to determining the consumer value of goods as a key factor in strategic marketing; considers marketing product, pricing, sales, and communication strategies; defines the methodology for evaluating the effectiveness and selection of optimal marketing strategies, and the conditions for their successful implementation. The textbook can also be used by undergraduates, postgraduates, teachers of higher educational institutions of economic specialities, researchers, entrepreneurs, managers and specialists of enterprises interested in topical issues of modern strategic marketing.