Marketing Strategies and Strategic Marketing assumes no previous knowledge of the subject, and focuses on helping the reader develop a clear conceptual understanding of the nature of empirical studies in Principles of Marketing and Marketing Strategies and on how those ideas lead to, and underlie, the principal Marketing techniques and profession. The eleven Ps of Marketing and their various strategic options / approaches are covered, along with practical guidance on issues such as: Concept of Marketing, Marketing Mix (11 Ps), Strategic Decisions and Consumer Behaviour, Marketing Information Systems and Marketing Research, Scope of Strategic Marketing, Marketing Planning and Environmental Analysis, Marketing Strategy, Marketing (Mix) Strategies, Strategic Market Orientation, Customer Value and Superior Performance, Marketing warfare strategies, and Relationship Marketing, Profit Impact of Marketing Strategy and B2B Marketing.