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All organisations – from modest start-ups to multinational corporations – can benefit from an effective marketing strategy, as it serves as a roadmap for the entire business. Without strategy, an organisation has no direction. Successful organisations give direction to their activities through strategic planning based on an analysis of all the relevant information and factors within and outside the organisation. A strategy means to achieve the firm’s objectives. A strategy involves the development of specific reactive actions to adapt the firm to changes in the environment. Top management must factor in all potential influences on the firm, including macro- environmental factors and market factors, as well as the organisation’s own internal strengths and weaknesses.

Armed with the knowledge of the firm’s capabilities and aspirations, the customer and the competitive landscape, the aim of strategic marketing is to maximise the firm’s positive differentiation over its competitors in the eyes and minds of its target market. The role of strategic marketing is to decide the firm’s position and in which markets to compete; where the firm wants to go and what the basis of the firm’s competitive advantage is going to be; how the firm will get there; and when and how the firm will compete. Strategic Marketing structures the strategic marketing process in sections to allow for an understandable and easy-to-follow process. It follows a practical and logical approach to a topic that is often made unnecessarily difficult. The book is based around the following questions:

• Where are we now? An organisation needs to know this if it wants to move forward.

• Where do we want to be/go? If an organisation knows where it is currently, it is easier to decide where it wants to go in the future.

• How do we get there? Knowing where an organisation wants to go makes it possible to decide on the possible ways to get there. This book is one of the few strategic marketing books on the market that brings in marketing metrics and the financial implications of decisions. Customer experience Strategic Strategic Marketing management, leveraging, and refocusing the business all receive attention, as these issues form an integral part of strategic planning. Global strategies and the way forward are also covered. The authors consider this text a leader in its field and believe it will help students – both undergraduate and postgraduate – and practitioners to gain a better, more holistic understanding of strategic marketing.

Dr Cornelius Bothma is a senior lecturer in the Department of Retail and Marketing Management at the University of South Africa (Unisa). Prof MC Cant is a professor in the Department of Retail and Marketing Management at the University of South Africa (Unisa). Cindy Erdis is a senior lecturer in the Department of Retail and Marketing Management at the University of South Africa (Unisa). Prof Neels van Heerden is Head of Department: Marketing, Logistics and Sport Management at the Tshwane University of Technology (TUT). Prof Gert Human is a professor in the Department of Business Management at Stellenbosch University.

He is an active member of the Industrial Marketing and Purchasing Group (IMP), the European Marketing Academy (EMAC), the Academy of Marketing (AM), the Academy of Marketing Sciences (AMS), the Marketing Science Institute (MSI), the Strategic Management Society (SMS) and the South African Institute of Management Scientists (SAIMS). Ricardo Machado is a senior lecturer in the Department of Retail and Marketing Management at the University of South Africa (Unisa). He has consulted widely in South Africa and his fields of interest are customer experience, customer service, marketing strategy and sales management. He has edited, authored or co-authored over 55 books in marketing-related fields in South Africa. Prof KM Makhitha is the COD of the Department of Retail and Marketing Management at the University of South Africa (Unisa).

Prof Mornay Roberts-Lombard is Deputy Head of Department: Marketing Management and head of master’s and doctoral studies at the University of Johannesburg (UJ). Strategic Marketing Prof Estelle van Tonder is an associate professor in the School of Business Management Faculty: Economic and Management Sciences. She is the Programme leader – Marketing. Dr Kim Viljoen is a senior lecturer in the Department of Business Management – Faculty of Management and Commerce at the University of Fort Hare. Prof Jan Wiid is a professor in the Department of Retail and Marketing Management at the University of South Africa (Unisa). Dr Johan van Zyl is Director: Centre for Development Support in the Faculty of Economic and Management Sciences at the University of the Free State.