Overview

Authors:

1. Emmanuel Mogaji

Keele Business School, Keele University, Staffordshire, UK

• For MBA, Masters students and leaders who are want a thorough understanding of the key principles of strategic marketing

• Provides practical tools and insights to help managers align marketing with broader organizational goals

• Includes real-world case studies, sector-specific insights and a range of pedagogical features

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About this book

This practical textbook equips leaders and managers with the tools and insights they need to apply strategic marketing principles directly to their roles, driving business success and sustainable growth.

Designed specifically for managers, MBA students, and senior executives across various industries—including healthcare, finance, engineering, and B2B—the book presents theory, actionable strategies and reflective exercises tailored to the challenges faced by professionals in non-marketing roles.

Chapters delve into essential marketing concepts, such as market and customer insights, implementation of effective strategies, global marketing, brand management, and the impact of digital transformation. Real-world examples from leading companies like AstraZeneca, Bentley, and the NHS illustrate how strategic marketing principles can drive long-term growth, while reflective questions throughout the book encourage readers to apply these lessons to their own organizational challenges. Readers will learn how to:

• Make informed, data-driven decisions that align with business goals
• Develop and implement marketing strategies that are adaptable and future-focused
• Lead cross-functional teams to foster a customer-centric culture
• Leverage emerging technologies and global trends to maintain a competitive edge.

A valuable resource for students and leaders, this book will help you build the strategic marketing expertise needed to drive success in a rapidly changing landscape.

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Table of contents (14 chapters)

Front Matter

Pages i-xx 1. 1.

Foundations and Analysis

Front Matter

Pages 11-11 1. 1. 1. 1. 1.

Strategy and Development

Front Matter

Pages 135-135 1. 1. 1. 1. 1.

Digital Transformation and Data-Driven Marketing

Front Matter

Pages 281-281 1. 1. 1.

Contemporary Marketing and Future Trends

Front Matter

Pages 343-343 1. 1. 1. 1.

Back Matter

Pages 431-439

Authors and Affiliations

Keele Business School, Keele University, Staffordshire, UK

Emmanuel Mogaji

About the author

Emmanuel Mogaji is an Associate Professor of Marketing at Keele Business School, Keele University, UK, specializing in strategic marketing, digital transformation, and brand management. With a robust blend of academic insight and practical industry experience, he has published extensively in leading journals such as ‘Industrial Marketing Management’, ‘European Journal of Marketing’, and ‘Journal of Services Marketing’. Dr. Mogaji’s work focuses on applying marketing strategies across various sectors, including transportation, financial services, and education, making him uniquely positioned to address the needs of senior leaders. He is also a Fellow of the UK Higher Education Academy and a Certified Business and Management Educator, having mentored MBA students and executives for over a decade. His teaching and research blend cutting-edge marketing theory with actionable strategies, making him an authoritative voice in the field of strategic marketing. He is also author of ‘Brand Management: An Introduction through Storytelling’ (Palgrave Macmillan, 2021).

Accessibility Information

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EPUB accessibility summary

This ebook is designed with accessibility in mind, aiming to meet the ePub Accessibility 1.0 AA and WCAG 2.2 Level AA standards. It features a navigable table of contents, structured headings, and alternative text for images, ensuring smooth, intuitive navigation and comprehension. The text is reflowable and resizable, with sufficient contrast. We recognize the importance of accessibility, and we welcome queries about accessibility for any of our products. If you have a question or an access need, please get in touch with us at accessibilitysupport@springernature.com.

Bibliographic Information

Book Title: Strategic Marketing Management

Book Subtitle: Principles and Practice

Authors: Emmanuel Mogaji

DOI: https://doi.org/10.1007/978-3-031-99367-1

Publisher: Palgrave Macmillan Cham

eBook Packages: Business and Management, Business and Management (R0)

Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2025

Softcover ISBN: 978-3-031-99366-4Published: 06 November 2025

eBook ISBN: 978-3-031-99367-1Published: 05 November 2025

Edition Number: 1

Number of Pages: XX, 439

Number of Illustrations: 1 b/w illustrations, 23 illustrations in colour

Topics: Marketing, [Business Strategy/Leadership](https://link.springer.com/search?facet-sub-discipline=Business Strategy/Leadership&facet-content-type=Book)

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