Applied Strategic Marketing is a clear, concise and accessible new text that takes theoretical concepts and applies them to real life situations. It covers all the main areas on a typical Strategic Marketing module, along with some welcome new additions, such as Forecasting, Customer Relationship Management, Alliances and Branding. The text mirrors the syllabus for the CIM Postgraduate Diploma, and is, therefore, ideal for use on this course, as well as being suitable for undergraduates studying Marketing Strategy. The book includes numerous cases and vignettes, which aid student learning and provide a well-rounded mixture of theory and practical application. The comprehensive accompanying companion web site contains an area for students, including models from the text in diagrammatic form, further case studies and self-assessment questions; and a password-protected lecturer area with suggested answers to the case studies in the text, PowerPoint slides, further case material and additional questions.